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Social Mobilization.

Todd Rogers1, Noah J Goldstein2, Craig R Fox2

  • 1John F. Kennedy School of Government, Harvard University, Cambridge, Massachusetts 02138;

Annual Review of Psychology
|September 26, 2017
PubMed
Summary
This summary is machine-generated.

This study explores social mobilization strategies to encourage collective action for public goods. It reviews behavioral research to understand how to motivate large groups for prosocial behaviors, even when individual benefits are minimal.

Keywords:
charitable givingcollective actionenvironmental behaviorfield experimentssocial influencevoter mobilization

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Area of Science:

  • Behavioral Science
  • Social Psychology
  • Economics

Background:

  • Many beneficial behaviors, like public goods provision, require collective action.
  • Individual participation may seem costly with negligible personal benefit, hindering engagement.

Purpose of the Study:

  • To derive strategies for social mobilization.
  • To encourage participation in collectively beneficial behaviors.

Main Methods:

  • Review of research from behavioral disciplines.
  • Analysis of social influence and social mobilization principles.
  • Examination of field experiments on collective action.

Main Results:

  • Social mobilization leverages network effects and benefits to others.
  • Strategies can overcome individual cost barriers for collective action.
  • Effective in promoting election participation, sustainable behaviors, and charitable giving.

Conclusions:

  • Social mobilization is key for achieving large-scale prosocial behavior.
  • Understanding motivational forces enhances collective action for public goods.
  • Research provides actionable insights for practitioners and policymakers.