Goal Proximity, Social Information, and Giving: When Norms Backfire

Matt Lupoli, University of California San Diego, USA
Coby Morvinski, Interdisciplinary Center Herzliya, Israel
On Amir, University of California San Diego, USA
Research on goal gradient motivation and descriptive norms would predict higher donations to fundraising campaigns as the goal is approached and when there are many past donors. However, we demonstrate that when close to the campaign goal, individuals donate more when they learn there are relatively few past donors
[ to cite ]:
Matt Lupoli, Coby Morvinski, and On Amir (2017) ,"Goal Proximity, Social Information, and Giving: When Norms Backfire", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 238-242.