search query: @author Latour, S. A. / total: 3
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| Author: | Latour, S. A. Manrai, A. K. |
| Title: | Interactive impact of informational and normative influence on donations |
| Journal: | Journal of Marketing Research
1989 : AUG, VOL. 26:3, p. 327-335 |
| Index terms: | MARKETING RESEARCH RESEARCH |
| Language: | eng |
| Abstract: | The past research on attitudinal and normative determinants of donation behaviour has mainly concentrated on blood donations. Two field experiments were designed to demonstrate causal efficacy of hypothesized determinants of donation.The findings show that informational and normative influences interact to yield substantial increases in donations. Informational influence involved a message about the positive consequences of donating. |
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