Social Spillovers in Prosocial Behaviour: Normative and Informational Social Influence on Blood Donations

This study examines how social spillover effects influence individuals' repeat prosocial behaviour. Social spillover effects are defined as an individual changing their behaviour in response to their peers' behaviour. We utilize panel survey data and longitudinal register data to analyse how an individual's blood donation behaviour is affected by their peers' blood donation behaviour. Structural equation modelling is used to estimate social spillover effects and to test the validity of five explanatory mechanisms within the overarching categories of normative and informational social influence.