Normative Influences in Donation Decisions
The Journal of Nonprofit and Public Sector Marketing
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.
Heiser, Robert S. (2006) “Normative Influences in Donation Decisions,” The Journal of Nonprofit and Public Sector Marketing, 15 (1/2), 127-149.