The Effect of Charitable Norms of Income Classes and Perceived Economic Mobility on Prosocial Behavior

This study introduces a novel framework for understanding how social norms and economic perceptions interact to shape prosocial behavior. Specifically, it examines how class-based charitable norms and individuals’ perceived economic mobility jointly influence conformity to prosocial standards. Perceived economic mobility—the belief in one's potential for upward social movement—emerges as a powerful psychological lens through which people interpret and respond to norms. Individuals who see upward mobility as attainable are more likely to adopt the charitable behaviors of higher-income groups, whereas those who feel economically constrained align with the prosocial norms of middle- or lower-income classes. This effect is mediated by perceptions of prosociality within one's chosen reference group and is moderated by temporal orientation: individuals with a stronger present-focus are less influenced by future-oriented mobility considerations. These findings offer new insights into consumer decision-making, social influence, and identity-driven behavior. They also carry practical implications for nonprofit marketing and corporate social responsibility. Charities and brands can strategically shape prosocial engagement by aligning messages with audiences’ mobility beliefs—using aspirational appeals for those with high perceived mobility and emphasizing solidarity and community for those with lower mobility perceptions. By highlighting how anticipated economic identity shapes behavior more than current status, this study provides a generalizable and actionable framework for promoting charitable giving and prosocial behavior across socioeconomic contexts.