“I” Give, But “We” Give More: the Impact of Identity and the Mere Social Information Effect on Donation Behavior

Three field studies and one laboratory experiment explore the “mere social information” effect: When donation contributions are affected by information about another’s level of giving. Experiments 1a and 1b demonstrate the effect. Experiment 2 shows it can occur when identity congruence is high. Experiment 3 shows that the effect is a joint function of identity congruence, the strength of identification, and the collective nature of underlying focal thoughts at the time of deciding the amount to give. Theoretical and substantive implications of these findings are discussed.


Jen Shang, Rachel Croson, and Americus Reed (2007) ,"“I” Give, But “We” Give More: the Impact of Identity and the Mere Social Information Effect on Donation Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 421-428.


Jen Shang, Indiana University
Rachel Croson, University of Pennsylvania
Americus Reed, University of Pennsylvania


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More


Semantic Processes in Memory-Based Consumer Decision Making

Sudeep Bhatia, University of Pennsylvania, USA

Read More


Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.