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I give a dime if you do, too! The influence of descriptive norms on perceived impact, personal involvement, and monetary donation intentions by Ilia Gugenishvili; Ruxandra‐Elena Francu; Nikolina Koporcic is a Business, Management and Accounting article available to read on EtoBox.

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

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.

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

Author

Ilia Gugenishvili; Ruxandra‐Elena Francu; Nikolina Koporcic

Publisher

Wiley

Published

2021

Language

EN

Field

Business, Management and Accounting (Social Sciences)