How Descriptive Norms Influence Prosocial Behavior
John Peloza
University of Kentucky
850-228-7013
[email protected]
Meike Eilert
University of Nebraska
402-472-3002
[email protected]
Alexis M. Allen
University of Kentucky
859-257-1266
[email protected]
Short Abstract: Research provides evidence for equivocal effects from descriptive
norms. On the one hand, a norm of high rates of participation by others motivates charity
donation. On the other hand, a norm of low rates of participation can signal a higher
degree of perceived need, which motivates donation. Reconciling these competing
findings, we find evidence that norms of high rates of participation motivate independent
consumers to donate, while norms of low rates of participation motivate donation by
interdependent consumers. We further provide evidence that these effects are driven by
perceived obligation with interdependents, and goal achievement with independents.
Long Abstract: Relative to injunctive norms (what ought to be done in a given
situation), evidence suggests that descriptive norms (what others are actually doing in a
given situation) are particularly effective in stimulating prosocial behaviors (e.g.,
Goldstein, Cialdini and Griskevicius 2008: White and Simpson 2013). One stream of
research demonstrates that norms on high rates of participation motivate prosocial
behavior, including charity donations (Shang and Croson 2009). For instance, Nolan and
colleagues (2008) show that when consumers are given information on the conservation
effort of their neighbors, they alter their own conservation effort to match the prevailing
norm. However, other studies suggest that perceived need (evidenced by low rates of
donation) increases prosocial behavior since consumers are more likely to help others that
they perceive as in need of help (Fisher and Ma 2014). Rooted in human empathy
(Batson 1990), this research suggests that helping behavior is stimulated by as the
perceived severity of a need increases. Therefore, the current research examines in which
either high or low descriptive norms are more effective.
We propose that individual self-construal influences the impact of high versus
low descriptive norms on donation behavior. The interdependent self is associated with
the desire to maintain harmony, social mindfulness and empathy (Van Doesum et al.
2013). We make the novel prediction that rather than adhering the relevant social norm,
interdependents will be more likely to donate under conditions with low rates of
participation. This effect is driven by the interdependents’ desire to fulfill obligations
toward societal welfare and harmony. On the other hand, the independent self is more
concerned with personal than collective goals and more likely to have any intraindividual
(i.e., internally oriented) than an extraindividual (i.e., externally oriented) focus. We
again make the novel prediction that independents are more likely to follow a high rate of
participation, a behavior we demonstrate is driven by a perception of goal achievement.
We test these hypotheses across three studies.
In Study 1, we useda 2 (Support Norm: Low, High) x 2 (Construal Prime:
Interdependent, Independent) design. Participants (n = 104) first completed a priming
task to manipulate construal (A Trip to the City). Next, participants read a profile of a
charity with a mission to serve the homeless. This included a manipulation of the
descriptive norm of support for the charity (Low-3%, High-50%, referent baseline of
15%). Finally, participants completed a four-item measure of volunteer intentions toward
the charity. The predicted interaction emerged (F (1, 100) = 13.22, p < .001). Participants
in the interdependent prime condition exhibited higher volunteer intentions when a low
norm of support was presented (Mhigh = 4.39, Mlow = 5.19, p < .05), and those in the
independence prime had higher volunteer intentions when a high norm of support was
presented (Mlow = 4.19, Mhigh = 5.02, p < .05).
In Study 2, we used a 2 (Support Norm: Low, High) x Measured Construal
design. Like Study 1, participants (n = 157) read a profile of a charity with the same
descriptive norm manipulations. Measures of interdependence were obtained 3 months
prior in an unrelated study (transformed to mean-centered dominant self-construal score,
consistent with previous research (Hong and Chang 2015)). As a dependent variable,
participants were given the opportunity to solve up to 20 puzzles, with each solved puzzle
resulting in a $.05 donation to the charity. On average, participants’ attempted 8 matrix
puzzles, ranging from 0 to the limit of 20 (SD = 7.6). Results of a regression analysis
revealed no main effect for either construal (β = .12, p > .6) or norm condition (β = .10, p
> .5). However, their expected interaction was significant (β = 7.03, p < .001).
We analyzed the interaction using the Johnson-Neyman floodlight analysis. As
predicted, exposure to a norm of a high rate of donation behavior led to increased puzzle
solving among those with an independent dominant construal, or .33 below the mean
value of construal (βJN = 2.21, SE = 1.1, p < .001). Conversely, when presented with a
norm of low participation rates of donation behavior, puzzle solving increased among
participants with a dominant interdependent construal, or .30 SD above the mean
construal value (βJN = 2.18, SE = 1.09, p < .001).
In order to test for our proposed mediation, we conducted bootstrapping analysis
for moderated mediation (Model 7; Hayes 2012). We find that goal attainment mediates a
relationship between the two in the high norm condition (b = .43, CI95: .01, 1.18) but not
in the low norm condition (b = .58, CI95 = -.004, 1.52). Conversely, we find that
perceived need mediates a relationship between the two in the low norm condition (b =
1.06, CI95: .32, 2.02) but not in the high norm condition (b = .07, CI95 = -.58, .66).
Study 3 uses a field study conducted in a small music store, as well as a construal
manipulation delivered through the use of language in a donation appeal. At the point of
checkout, we placed a donation box along with an easel-backed sign with the charity
appeal. The study utilized a 2 (Descriptive Norm: High, Low) X 2 (Appeal Construal:
Interdependent, Independent) design. Versions of the signs were changed daily over four
consecutive weeks.
A total of 90 donations were made across the 606 transactions, representing a
donation rate of approximately 15%. Logistic regression on a binary coded donation
decision (per transaction) revealed a significant interaction between construal and
descriptive norm on donation behavior (β = 1.193, Wald = 5.59, p < .05). When presented
with an interdependent donation appeal, consumers were much more likely to donate
when the appeal presented a norm of lower rates of donation (18%; 35/188) as opposed to
a norm of higher donation rates (12%; 12/98). Conversely, consumers presented with an
independent donation appeal were much more likely to donate when the appeal presented
a norm of higher rates of participation (17%; 30/178) rather than lower than average
donation rates (9%; 13/142; χ2 (1) = 27.78, p < .001).
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