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The differential impact of social norms cues on charitable contributions

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  • Krupka, Erin L.
  • Croson, Rachel T.A.

Abstract

Using a field experiment, we test the channel by which normative cues affect the decision process to donate to a public library. Our treatments consist of a reciprocity cue or an eyespots cue that is placed on the solicitation materials mailed out to potential donors during a public library fundraising drive. The data are consistent with a two stage decision process by which individuals first decide whether to make a donation and then decide how much to donate. We show that both cues significantly affect donation behavior by enhancing the intensity of the behavior while only one cue enhances the likelihood of engaging in the behavior. These results imply that what might look like a subtle or even fickle effect of normative cues on behavior is an economically sizable effect when we take into account what aspect of the decision process is affected by the cue.

Suggested Citation

  • Krupka, Erin L. & Croson, Rachel T.A., 2016. "The differential impact of social norms cues on charitable contributions," Journal of Economic Behavior & Organization, Elsevier, vol. 128(C), pages 149-158.
    • Handle: RePEc:eee:jeborg:v:128:y:2016:i:c:p:149-158
    DOI: 10.1016/j.jebo.2016.05.005
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    References listed on IDEAS

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    Cited by:

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    3. Bhanot, Syon P., 2021. "Isolating the effect of injunctive norms on conservation behavior: New evidence from a field experiment in California," Organizational Behavior and Human Decision Processes, Elsevier, vol. 163(C), pages 30-42.
    4. Sudbury, Adrienne W. & Vossler, Christian A., 2022. "Checking out checkout charity: A study of point-of-sale donation campaigns," Journal of Economic Behavior & Organization, Elsevier, vol. 204(C), pages 252-270.
    5. Drouvelis, Michalis & Marx, Benjamin M., 2022. "Can charitable appeals identify and exploit belief heterogeneity?," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 631-649.
    6. Méon, Pierre-Guillaume & Verwimp, Philip, 2022. "Pro-social behavior after a disaster: Evidence from a storm hitting an open-air festival," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 493-510.
    7. Feldhaus, Christoph & Sobotta, Tassilo & Werner, Peter, 2018. "Reminders for voluntary payments might backfire—Evidence from a field study," Economics Letters, Elsevier, vol. 171(C), pages 133-136.
    8. Catherine C. Eckel & Hanna G. Hoover & Erin L. Krupka & Nishita Sinha & Rick K. Wilson, 2023. "Using social norms to explain giving behavior," Experimental Economics, Springer;Economic Science Association, vol. 26(5), pages 1115-1141, November.
    9. Michalis Drouvelis & Benjamin M. Marx, 2021. "Dimensions of donation preferences: the structure of peer and income effects," Experimental Economics, Springer;Economic Science Association, vol. 24(1), pages 274-302, March.
    10. Traub, Stefan & Schwaninger, Manuel & Paetzel, Fabian & Neuhofer, Sabine, 2023. "Evidence on need-sensitive giving behavior: An experimental approach to the acknowledgment of needs," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 105(C).
    11. Elisa Hofmann & Michael E. Fiagbenu & Asri Özgümüs & Amir M. Tahamtan & Tobias Regner, 2018. "My Peers are Watching me - Audience and Peer Effects in a Pay-What-You-Want Context," Jena Economics Research Papers 2018-019, Friedrich-Schiller-University Jena.
    12. Bicchieri, Cristina & Dimant, Eugen & Gächter, Simon & Nosenzo, Daniele, 2022. "Social proximity and the erosion of norm compliance," Games and Economic Behavior, Elsevier, vol. 132(C), pages 59-72.
    13. Michael Kurtz & Steven Furnagiev & Rebecca Forbes, 2023. "A field study on the role of incidental emotions on charitable giving," Theory and Decision, Springer, vol. 94(1), pages 167-181, January.
    14. Elisa Hofmann, 2020. "The power of close relationships and audiences: Interpersonal closeness and payment observability as determinants of voluntary payments," Jena Economics Research Papers 2020-016, Friedrich-Schiller-University Jena.
    15. Eugen Dimant & Kyle Hyndman, 2019. "Becoming Friends or Foes? How Competitive Environments Shape Social Preferences," Discussion Papers 2019-18, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
    16. David Klinowski, 2021. "Reluctant donors and their reactions to social information," Experimental Economics, Springer;Economic Science Association, vol. 24(2), pages 515-535, June.
    17. Li, Chengguang & Gelfand, Michele J., 2022. "The influence of cultural tightness-looseness on cross-border acquisition performance," Journal of Economic Behavior & Organization, Elsevier, vol. 195(C), pages 1-15.
    18. Hofmann, Elisa & Fiagbenu, Michael E. & Özgümüs, Asri & Tahamtan, Amir M. & Regner, Tobias, 2021. "Who is watching me? Disentangling audience and interpersonal closeness effects in a Pay-What-You-Want context," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 90(C).
    19. Michalis Drouvelis & Adam Isen & Benjamin M. Marx, 2019. "The Bonus-Income Donation Norm," CESifo Working Paper Series 7961, CESifo.

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    More about this item

    Keywords

    Decision making; Social norms; Field experiment; Public good;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers

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