How deviations from performance norms impact charitable donations

Although the actions of others can influence a consumer's behavior, these actions are often at odds with performance norms. For example, charities can experience relatively low rates of support (resulting in a negative deviation from a performance norm) or relatively high rates of support (resulting in a positive deviation from a performance norm). Previous research provides evidence of the equivocal effects of these deviations, with both positive and negative deviations motivating prosocial behaviors. The current research reconciles these competing findings by introducing construal as a moderator. Across four studies, the authors find that positive deviations from performance norms motivate prosocial behavior for independent donors, whereas negative deviations from performance norms motivate prosocial behavior for interdependent donors. They further show that these effects are driven by a prevention focus associated with interdependent consumers and a promotion focus associated with independent consumers. The article concludes with implications for the marketing of charities and prosocial behaviors.