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Using descriptive social norms to increase charitable giving: The power of local norms

Author

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  • Agerström, Jens
  • Carlsson, Rickard
  • Nicklasson, Linda
  • Guntell, Linda

Abstract

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 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.

Suggested Citation

  • Agerström, Jens & Carlsson, Rickard & Nicklasson, Linda & Guntell, Linda, 2016. "Using descriptive social norms to increase charitable giving: The power of local norms," Journal of Economic Psychology, Elsevier, vol. 52(C), pages 147-153.
    • Handle: RePEc:eee:joepsy:v:52:y:2016:i:c:p:147-153
    DOI: 10.1016/j.joep.2015.12.007
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    References listed on IDEAS

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    1. repec:cup:judgdm:v:2:y:2007:i::p:79-95 is not listed on IDEAS
    2. Jen Shang & Rachel Croson, 2009. "A Field Experiment in Charitable Contribution: The Impact of Social Information on the Voluntary Provision of Public Goods," Economic Journal, Royal Economic Society, vol. 119(540), pages 1422-1439, October.
    3. Noah J. Goldstein & Robert B. Cialdini & Vladas Griskevicius, 2008. "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 472-482, March.
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    More about this item

    Keywords

    Descriptive norms; Local norms; Global norms; Altruistic behavior; Charitable giving; Field experiment;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers

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