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  • 1.
    Agerström, Jens
    et al.
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Carlsson, Rickard
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Nicklasson, Linda
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Guntell, Linda
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Descriptive social norms and charitable giving: the power of local norms2015Report (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.

  • 2.
    Agerström, Jens
    et al.
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Carlsson, Rickard
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Nicklasson, Linda
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Guntell, Linda
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Using descriptive social norms to increase charitable giving: The power of local norms2016In: Journal of Economic Psychology, ISSN 0167-4870, E-ISSN 1872-7719, Vol. 52, p. 147-153Article in journal (Refereed)
    Abstract [en]

    In a field experiment, we examined whether conveying descriptive social norms (e.g., "this is what most people do") increases charitable giving. Additionally, 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 experimentaldescriptive 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 givingthan conveying global norms. Practical implications for charity organizations and marketing are proposed.

  • 3.
    Lindersson, Linda
    et al.
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Guntell, Linda
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Carlsson, Rickard
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Agerström, Jens
    Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
    Reassessing the impact of descriptive norms on charitable giving2019In: International Journal of Nonprofit & Voluntary Sector Marketing, ISSN 1465-4520, E-ISSN 1479-103X, Vol. 24, no 1, p. 1-6, article id e1617Article in journal (Refereed)
    Abstract [en]

    The usefulness of conveying descriptive norms (“this is what most people do”) for prosocial purposes such as environmental conservation and charitable giving has recently been called into question. Two experiments (N = 748) evaluated the hypothesis that descriptive norms increase people's intentions to donate to charity. Overall, the results supported this hypothesis. Another aim was to examine the robustness of the local norm superiority effect that proposes that the local norms of one's immediate environment are superior to other descriptive norms (global and social identity norms). This hypothesis was not supported. The results suggest that differences between different types of norms are likely to be small.

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