Interactive Impact of Informational and Normative Influence on Donations
Open Access
- 1 August 1989
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 26 (3) , 327-335
- https://doi.org/10.1177/002224378902600306
Abstract
Two field experiments manipulating informational and normative influence demonstrate that they interact to yield substantial increases in donations. Informational influence involved a message about the positive consequences of donating (e.g., helping to save lives). These results are contrary to those of several prospective correlational studies that found no relationship between these variables and donation behavior.Keywords
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