Mobilizing group membership: The impact of personalization and social pressure e-Mails

James N. Druckman, Donald P. Green

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

A randomized experiment was conducted to assess the effectiveness of three forms of e-mail appeals to prospective members of a newly formed professional group. The baseline condition consisted of an impersonal appeal; prospective members were sent a mass e-mail encouraging them to join. Participants in the personal condition received an e-mail with the same content, prefaced by a personal note from the group president. Participants in the social pressure condition received a personal note that called attention to the fact that they had previously signed a petition to form the professional group and urged them to make good on their earlier pledge (i.e., signing of the petition). Personalization is found to generate strong and statistically significant treatment effects. Even stronger are the effects of social pressure.

Original languageEnglish (US)
Pages (from-to)1-6
Number of pages6
JournalSAGE Open
Volume3
Issue number2
DOIs
StatePublished - Sep 4 2013

Keywords

  • Field experiment
  • Mobilization
  • Personalized e-mail
  • Professional organization
  • Social pressure

ASJC Scopus subject areas

  • Arts and Humanities(all)
  • Social Sciences(all)

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