The influence of message appeal, social norms and donation social context on charitable giving: investigating the role of cultural tightness-looseness

Abstract

It is important to explore how societal differences help explain cross-cultural variations in charitable giving. This research investigates the role that strength of norms (cultural tightness/looseness) plays in the giving intentions of U.S. and Korean donors. Study One indicates that those in tight cultures are less likely to deviate from the norm and comply with the donation request. Study Two shows that people from a loose culture are more likely to donate when others are present, while those from a tight culture are unaffected by observation but are influenced by internal motivations to norm adherence. Implications for charities are discussed.