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Mobilizing Group Membership

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  • James N. Druckman
  • Donald P. Green

Abstract

A randomized experiment was conducted to assess the effectiveness of three forms of e-mail appeals to prospective members of a newly formed professional group. The baseline condition consisted of an impersonal appeal; prospective members were sent a mass e-mail encouraging them to join. Participants in the personal condition received an e-mail with the same content, prefaced by a personal note from the group president. Participants in the social pressure condition received a personal note that called attention to the fact that they had previously signed a petition to form the professional group and urged them to make good on their earlier pledge (i.e., signing of the petition). Personalization is found to generate strong and statistically significant treatment effects. Even stronger are the effects of social pressure.

Suggested Citation

  • James N. Druckman & Donald P. Green, 2013. "Mobilizing Group Membership," SAGE Open, , vol. 3(2), pages 21582440134, June.
    • Handle: RePEc:sae:sagope:v:3:y:2013:i:2:p:2158244013492781
    DOI: 10.1177/2158244013492781
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    References listed on IDEAS

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    1. Kar Yan Tam & Shuk Ying Ho, 2005. "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," Information Systems Research, INFORMS, vol. 16(3), pages 271-291, September.
    2. Betsy Sinclair & Margaret McConnell & Donald P. Green, 2012. "Detecting Spillover Effects: Design and Analysis of Multilevel Experiments," American Journal of Political Science, John Wiley & Sons, vol. 56(4), pages 1055-1069, October.
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    Cited by:

    1. Michael Becher & Stegmueller, Daniel & Käppner, Konstantin, 2016. "Local Union Organization and Lawmaking in the U.S. Congress," CAGE Online Working Paper Series 304, Competitive Advantage in the Global Economy (CAGE).

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