I give a dime if you do, too! The influence of descriptive norms on perceived impact, personal involvement, and monetary donation intentions

Ilia Gugenishvili, Ruxandra-Elena Francu, Nikolina Koporcic

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Individual donations are the main source of income for charitable organizations. This study aims to understand whether, when, and how descriptive norms can be used to motivate individual monetary donations. Our findings challenge previous literature about the influence of descriptive norms on donation intentions by shedding light on the process of their influence. Studying 288 respondents, we found that descriptive norms do influence donation intentions and this interaction is mediated by perceived impact as well as personal involvement. Beneficiary responsibility, however, did not emerge as a significant moderator of the process. Our results guide managerial decisions of charitable organizations to inform their professional practice and help them increase individual donations.
Original languageEnglish
JournalJournal of Consumer Behaviour
DOIs
Publication statusE-pub ahead of print - 11 Aug 2021
MoE publication typeA1 Journal article-refereed

Keywords

  • Descriptive norms
  • perceived impact
  • personal involvement
  • beneficiary responsibility
  • donation intentions
  • charitable giving

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