Descriptive Norm As a Moderator in Predicting Fundraising Responses From Involvement and Social Influence Susceptibility

Huimin Xu, The Sage Colleges, USA
Ada Leung, Penn State Berks, USA
When a fundraising advertisement highlighted a lack of descriptive norm, the more involved individuals responded more favorably. When a prevalence descriptive norm was portrayed, this relation was weaker, whereas the more socially susceptible individuals responded more favorably, more so than when the appeal centered on a lack of descriptive norm.
[ to cite ]:
Huimin Xu and Ada Leung (2013) ,"Descriptive Norm As a Moderator in Predicting Fundraising Responses From Involvement and Social Influence Susceptibility", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.