NDLI: Under Pressure: Social Information on Reference Groups and its Influence on Volunteering Intention—A Survey Experiment

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Under Pressure: Social Information on Reference Groups and its Influence on Volunteering Intention—A Survey Experiment

Content Provider	SAGE Publishing
Author	Henninger, Magdalena Rottler, Maren Helmig, Bernd
Copyright Year	2023
Abstract	Voluntary contributions are a crucial resource for nonprofit organizations and challenging to acquire. Social information on other people’s contributions has been found to positively influence individual giving behavior. However, a clear understanding how social information reference groups impact volunteering intentions is missing. Drawing on social comparison theory, we conducted a survey experiment with variations in social information reference groups to shed light on mechanisms within social comparison processes in volunteering. Results show that volunteering intention increases when social information refers to reference groups similar to recipients (ingroups) compared with reference groups without similarities (outgroups). This effect is mediated by group identification. In contrast, shifts in volunteering aspiration are anchored by observed performance levels and independent of reference groups. The study contributes to the social information literature and suggests the need to distinguish different forms of social information to understand social comparison processes in volunteering, relevant for researchers and practitioners alike.
Related Links	https://journals.sagepub.com/doi/pdf/10.1177/08997640231172209?download=true
ISSN	08997640
Journal	Nonprofit and Voluntary Sector Quarterly (NVS)
e-ISSN	15527395
DOI	10.1177/08997640231172209
Language	English
Publisher	Sage Publications CA
Publisher Date	2023-06-01
Publisher Place	Los Angeles
Access Restriction	Open
Rights Holder	© The Author(s) 2023
Subject Keyword	volunteering aspiration social information social comparison theory group identification
Content Type	Text
Resource Type	Article
Subject	Social Sciences

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