The More, the Worse – When the Communication of High Majority Sizes Decreases the Impact of Descriptive Normative Information on Consumers’ Willingness to Donate

The ability of descriptive normative information (DNI) about majorities’ charitable behavior to motivate donations is currently discussed in reaction to diverging findings. Drawing on altruism models and impact philanthropy, we propose to reconsider crowding-out predictions and provide experimental evidence for DNI’s diminishing persuasiveness at high (vs. low) majority sizes communicated.



Citation:

Vita Eva Maria Zimmermann-Janssen (2020) ,"The More, the Worse – When the Communication of High Majority Sizes Decreases the Impact of Descriptive Normative Information on Consumers’ Willingness to Donate", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1242-1242.

Authors

Vita Eva Maria Zimmermann-Janssen, Heinrich Heine University Düsseldorf, Germany



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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