What motivates the public? The power of social norms in driving public participation with organizations

This study examines motivating factors that impact public participation with organizations. A between-subjects lab experiment was conducted to examine the role of different types of norms (social norm vs. market norm) in initiating participation. Results suggest that when people feel recognized by an organization, their motivations are as strong as those who receive monetary rewards for participation. Three distinct underlying psychological mechanisms that drive participation are identified. Theoretical and practical implications for public relations and organizational communication are discussed.