What Makes People Sacrifice Their Freedom for the Good of Their Community

Many marketing scholars argue that often the best way to solve a social problem (eg., litter) is to enlist support for a collective sacrifice (e.g., a bottle bill). The author tests Wiener and Doescher's [1991] propositions that support can be gained by communicating that the person's group has power, nongroup members will sacrifice, and the problem will be solved. His research supports the first two propositions.