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Rachel Croson, Jen Shang

Cited by*: 11 Downloads*: 67

This paper examines the impact of social comparisons on fundraising and charitable contributions. We present results from a field experiment involving contribution to a public radio station. Some callers are told of the contributions decisions of others, and other callers are given no such information. We find that providing ambitions (high) social comparison information can significantly increase contributions.

Rachel Croson, Jen Shang

Cited by*: 78 Downloads*: 34

In this paper we study the effect of downward social information in contribution decisions to fund public goods. We describe the results of a field experiment run in conjunction with the fundraising campaigns of a public radio station. Renewing members are presented with social information (information about another donor's contribution) which is either above or below their previous (last year's) contribution. We find that respondents change their contribution in the direction of the social information; increasing their contribution when the social information is above their previous contribution, and decreasing their contribution when the social information is below. We hypothesize about the psychological motivations that may cause the results and test these hypotheses by comparing the relative size of the upward and downward shifts. These results improve our understanding of cooperation in public good provision and suggest differential costs and benefits to fundraisers in providing social information.

Rachel Croson, Jen Shang

Cited by*: 10 Downloads*: 36

We study the effect of social information on the voluntary provision of public goods. Competing theories predict that others[1] contributions might be either substitutes or complements to one's own. We demonstrate a positive social information effect on individual contributions, supporting theories of complementarities. We find the most influential level of social information is drawn from the 90th to 95th percentile of previous contributions. We furthermore find the effect to be significant for new members but not for renewing members. In the most effective condition, social information increases contributions by 12% ($13). These increased contributions do not crowd out future contributions.

Rachel Croson, Americus Reed, Jen Shang

Cited by*: 1 Downloads*: 54

Information is presented about a presentation at the Advances in Consumer Research North American Conference on social information and marketing environments in donation behavior. Topics in the presentation include activated identities in decision-making, contextual cues in donation behavior, and gender identity in informers and targets of social information. Field experiments on radio pledges are also described.