TY - JOUR
T1 - Keeping up with the Joneses
T2 - The relationship of perceived descriptive social norms, social information, and charitable giving
AU - Croson, Rachel
AU - Handy, Femida
AU - Shang, Jen
N1 - Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2009/6
Y1 - 2009/6
N2 - We study the influence of perceived descriptive social norms on subsequent giving behavior to nonprofits, explore how social information can influence these norms, and provide insight for fundraising practice. A survey conducted in a nonprofit organization first shows that donors use their beliefs about the descriptive social norm to inform their own donation behavior. Donors who believe that others make high contributions tend to make high contributions themselves. Next, a laboratory experiment demonstrates the influence of social information on the descriptive social norm and consequently on giving. These results suggest strategies for fundraising practice. Informing donors of contributions made by another person influences their perceptions about the descriptive social norm, which in turn influences their giving behavior. We conclude with a discussion of theoretical and practical implications.
AB - We study the influence of perceived descriptive social norms on subsequent giving behavior to nonprofits, explore how social information can influence these norms, and provide insight for fundraising practice. A survey conducted in a nonprofit organization first shows that donors use their beliefs about the descriptive social norm to inform their own donation behavior. Donors who believe that others make high contributions tend to make high contributions themselves. Next, a laboratory experiment demonstrates the influence of social information on the descriptive social norm and consequently on giving. These results suggest strategies for fundraising practice. Informing donors of contributions made by another person influences their perceptions about the descriptive social norm, which in turn influences their giving behavior. We conclude with a discussion of theoretical and practical implications.
UR - http://www.scopus.com/inward/record.url?scp=77950761686&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77950761686&partnerID=8YFLogxK
U2 - 10.1002/nml.232
DO - 10.1002/nml.232
M3 - Article
AN - SCOPUS:77950761686
SN - 1048-6682
VL - 19
SP - 467
EP - 489
JO - Nonprofit Management and Leadership
JF - Nonprofit Management and Leadership
IS - 4
ER -