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Descriptive social norms and charitable giving: the power of local norms
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology. (Linnaeus University Centre for Labour Market and Discrimination Studies)ORCID iD: 0000-0001-6134-0058
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology. (Linnaeus University Centre for Labour Market and Discrimination Studies)ORCID iD: 0000-0002-6456-5735
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
2015 (English)Report (Other academic)
Abstract [en]

By conducting a field experiment, we examined whether conveying descriptive social norms (e.g., “this is what most people do”) leads to more charitable giving compared to industry standard appeals. Moreover, we examined whether people are more likely to conform to the local norms of one’s immediate environment than to more global norms extending beyond one’s local environment. University students received a charity organization’s information brochure and were asked for a monetary contribution. An experimental descriptive norm manipulation was embedded in the brochure. We found that providing people with descriptive norms increased charitable giving substantially compared with industry standard altruistic appeals (control condition). Moreover, conveying local norms were more effective in increasing charitable giving than conveying global norms. Practical implications for charity organizations and marketing are proposed.

Place, publisher, year, edition, pages
Linnaeus University Centre for Labour Market and Discrimination Studies , 2015. , p. 19
Series
Working paper series: Linnaeus University Centre for Labour Market and Discrimination Studies ; 2015:10
National Category
Psychology
Research subject
Social Sciences, Psychology
Identifiers
URN: urn:nbn:se:lnu:diva-50620OAI: oai:DiVA.org:lnu-50620DiVA, id: diva2:911358
Available from: 2016-03-11 Created: 2016-03-11 Last updated: 2018-02-01Bibliographically approved

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fulltext(313 kB)215 downloads
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Agerström, JensCarlsson, RickardNicklasson, Linda

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf