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

    Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

    3 Citeringar (Scopus)
    7 Nedladdningar (Pure)

    Sammanfattning

    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.
    OriginalspråkEngelska
    Antal sidor167
    TidskriftJournal of Consumer Behaviour
    Volym21
    Nummer2
    DOI
    StatusPublicerad - 11 aug. 2021
    MoE-publikationstypA1 Tidskriftsartikel-refererad

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