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

Tutkimustuotos: LehtiartikkeliArtikkeliTieteellinenvertaisarvioitu

1 Sitaatiot (Scopus)

Abstrakti

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.
AlkuperäiskieliEnglanti
JulkaisuJournal of Consumer Behaviour
DOI - pysyväislinkit
TilaSähköinen julkaisu (e-pub) ennen painettua julkistusta - 11 elokuuta 2021
OKM-julkaisutyyppiA1 Julkaistu artikkeli, soviteltu

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