Increasing Contributions in Solicitation Campaigns: The Use of Large and Small Anchorpoints

Cynthia Fraser · Robert E. Hite · Paul L. Sauer

106 citations0/0 files storedJournal of Consumer Research

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Psychology of Social Influence Nonprofit Sector and Volunteering Decision-Making and Behavioral Economics

Abstract

Charitable contribution requests including legitimization of paltry contributions or a large anchorpoint are examined. Results show that a large anchorpoint increases average contributions, legitimization of paltry contributions enhances compliance rates, and the combined use of a large anchorpoint and legitimization of paltry contributions does not significantly alter compliance or contribution sizes.

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1978Lottery winners and accident victims: Is happiness relative?1964Adaptation-level theory : an experimental and systematic approach to behavior 1958Assimilation and contrast effects of anchoring stimuli on judgments.1980Contrast effects and judgments of physical attractiveness: When beauty becomes a social problem.1976Increasing compliance by legitimizing paltry contributions: When even a penny helps.1986Increasing compliance by improving the deal: The that's-not-all technique.1978On Inducing Compliance with Requests 1979Evaluative judgments of aspects of life as a function of vicarious exposure to hedonic extremes.

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