IDEAS home Printed from https://ideas.repec.org/a/eee/joepsy/v52y2016icp147-153.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S016748701500149X
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.joep.2015.12.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rachel Croson & Nicolas Treich, 2014. "Behavioral Environmental Economics: Promises and Challenges," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 58(3), pages 335-351, July.
    2. Robert Neumann, 2019. "The framing of charitable giving: A field experiment at bottle refund machines in Germany," Rationality and Society, , vol. 31(1), pages 98-126, February.
    3. Paul J. Ferraro & Michael K. Price, 2013. "Using Nonpecuniary Strategies to Influence Behavior: Evidence from a Large-Scale Field Experiment," The Review of Economics and Statistics, MIT Press, vol. 95(1), pages 64-73, March.
    4. Su, Duan & Wang, Yacan & Yang, Nan & Wang, Xianghong, 2020. "Promoting considerate parking behavior in dockless bike-sharing: An experimental study," Transportation Research Part A: Policy and Practice, Elsevier, vol. 140(C), pages 153-165.
    5. Brade, Raphael, 2022. "Social Information and Educational Investment - Nudging Remedial Math Course Participation," MPRA Paper 113076, University Library of Munich, Germany.
    6. Pinar Yildirim & Yanhao Wei & Christophe Bulte & Joy Lu, 2020. "Social network design for inducing effort," Quantitative Marketing and Economics (QME), Springer, vol. 18(4), pages 381-417, December.
    7. Campos-Vazquez, Raymundo M. & Krozer, Alice & Ramírez-Álvarez, Aurora A., 2023. "Preferred tax rates depend on the rates paid by the rich," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 104(C).
    8. Judd B. Kessler & Katherine L. Milkman, 2018. "Identity in Charitable Giving," Management Science, INFORMS, vol. 64(2), pages 845-859, February.
    9. Mikolaj Czajkowski & Katarzyna Zagórska & Nick Hanley, 2018. "Social Norms and Pro-Environment Behaviours: Heterogeneous Response to Signals," Discussion Papers in Environment and Development Economics 2018-02, University of St. Andrews, School of Geography and Sustainable Development.
    10. Oliver P. Hauser & Francesca Gino & Michael I. Norton, 2018. "Budging beliefs, nudging behaviour," Mind & Society: Cognitive Studies in Economics and Social Sciences, Springer;Fondazione Rosselli, vol. 17(1), pages 15-26, November.
    11. Anna Lou Abatayo & Bo Jellesmark Thorsen, 2017. "One-shot exogenous interventions increase subsequent coordination in Denmark, Spain and Ghana," PLOS ONE, Public Library of Science, vol. 12(11), pages 1-19, November.
    12. Mitra, Arnab & Shahriar, Quazi, 2020. "Why is dishonesty difficult to mitigate? The interaction between descriptive norm and monetary incentive," Journal of Economic Psychology, Elsevier, vol. 80(C).
    13. John A. List & James J. Murphy & Michael K. Price & Alexander G. James, 2019. "Do Appeals to Donor Benefits Raise More Money than Appeals to Recipient Benefits? Evidence from a Natural Field Experiment with Pick.Click.Give," NBER Working Papers 26559, National Bureau of Economic Research, Inc.
    14. Neckermann, Susanne & Turmunkh, Uyanga & van Dolder, Dennie & Wang, Tong V., 2022. "Nudging student participation in online evaluations of teaching: Evidence from a field experiment," European Economic Review, Elsevier, vol. 141(C).
    15. Timo Goeschl & Sara Elisa Kettner & Johannes Lohse & Christiane Schwieren, 2018. "From Social Information to Social Norms: Evidence from Two Experiments on Donation Behaviour," Games, MDPI, vol. 9(4), pages 1-25, November.
    16. Benjamin Ho & John Taber & Gregory Poe & Antonio Bento, 2016. "The Effects of Moral Licensing and Moral Cleansing in Contingent Valuation and Laboratory Experiments on the Demand to Reduce Externalities," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 64(2), pages 317-340, June.
    17. Dimitri Dubois & Stefano Farolfi & Phu Nguyen-Van & Juliette Rouchier, 2020. "Contrasting effects of information sharing on common-pool resource extraction behavior: Experimental findings," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-20, October.
    18. Lucas C. Coffman & Clayton R. Featherstone & Judd B. Kessler, 2017. "Can Social Information Affect What Job You Choose and Keep?," American Economic Journal: Applied Economics, American Economic Association, vol. 9(1), pages 96-117, January.
    19. Sanchit Pawar & Asle Fagerstrøm & Valdimar Sigurdsson, 2020. "An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    20. R. Aaron Hrozencik & Jordan F. Suter & Paul J. Ferraro & Nathan Hendricks, 2024. "Social comparisons and groundwater use: Evidence from Colorado and Kansas," American Journal of Agricultural Economics, John Wiley & Sons, vol. 106(2), pages 946-966, March.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joepsy:v:52:y:2016:i:c:p:147-153. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/joep .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.