The Collective Aggregation Effect: Aggregating Potential Collective Action to Motivate Prosocial Behavior

Adrian Camilleri, RMIT University, Australia
Richard Larrick, Duke University, USA
Is the statement “If X people all do Y action then Z outcomes will be achieved” motivating? We answer this question by conducting a series of laboratory experiments focused on motivating pro-social actions. It turns out that such statements are motivating by boosting perceptions of outcome efficacy.
[ to cite ]:
Adrian Camilleri and Richard Larrick (2016) ,"The Collective Aggregation Effect: Aggregating Potential Collective Action to Motivate Prosocial Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 722-722.