At Cause4, we are aware that social norms play a crucial role in determining how people behave and how they give. Studies have shown that giving behaviour is strongly influenced by perceptions of how much others give. For example, people who are told that the average donation to a charity nearly always tend to give that amount – and those told about an above average gift are far more likely to donate more. Similarly if your friend becomes obese or starts smoking, you are far more likely...