Normative Influences in Donation Decisions

Document Type

Article

Publication Date

8-2006

Publication Title

The Journal of Nonprofit and Public Sector Marketing

Abstract

The author examines the role of social and personal moral norms within a charitable giving decision process. Social and moral norms are posited both to directly and indirectly influence charitable-giving decisions. The study confirms the presence of idealistic and egotistic dimensions of moral norms within a charitable request environment. Post-charitable contribution guilt was also found to be present in both donors and nondonors for markedly irregular charitable-giving encounters, with nondonors experiencing significantly higher guilt. The study explores the theoretical and practical implications of these findings for nonprofit marketers.

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© 2006 by The Haworth Press, Inc. All rights reserved.

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