Mobilizing Group Membership

Mobilizing Group Membership

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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 355 maybelline fit me by a personal note from the group president.Participants in the social pressure condition received a personal note that called attention to the fact click here 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.