دانلود رایگان مقاله قدرت هنجار اجتماعی مشارکت سازمان

abstract

This study examines motivating factors thatimpact 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.

4. Discussion

4.1. General discussion This study showed that people were, indeed, able to be motivated to participate and contribute for reasons other than monetary rewards. The social norm, reflected in the form of a greeting card addressed to each participant generated strong motivations among people. More importantly, this study showed that not only could individuals be motivated by the social norm, but also that they were as motivated as those who received monetary compensation. The social norm generated as strong psychological outcomes as did the market norm including organizational commitment, satisfaction with performance appraisal, and intent to participate again. More importantly, participants in the social norm condition perceived recognition from eWiki and spent time to contributing content to eWiki pages even significantly more than those who got paid with $1 dollar. The only exception, interestingly, is that task enjoyment levels in the social norm condition did not differ from those in the control condition. A possible explanation could be the different underlying psychological mechanisms at play for the social norm vs. the market norm that were detected in the serial meditation tests.