Organizations, Credibility, and the Psychology of Collective Action

Political organizations frequently attempt to recruit sympathetic citizens to support their causes. Doing so requires communicating credibility—that is, persuading potential new supporters that they can actually achieve the goals they set out to achieve. In this article we investigate two of the predominant kinds of information that organizations might use to establish credibility: retrospective information (about past successes) and prospective information (about future plans). Using one field experiment and one survey experiment, we find that retrospective information fails to increase people’s willingness to spend scarce resources supporting political organizations. We find that this occurs because information about past successes suggests that the organization can succeed without any additional help. In contrast, we find that prospective information motivates new participants to become active.