At the bottom of each Guardian article page is this message
asking for a donation towards the continued running of the Guardian online
being free for all to access.
The legitimisation of paltry contributions has been shown to
be effective in increasing donation compliance. Including “For as little as £1”
and “it only takes a minute” eliminates the excuses of ‘no money and no time’ many
people provide for not donating to causes. Bolkan & Rains (2015)
meta-analytic review of legitimisation of paltry contributions as a
compliance-gaining technique did find that LPC messages increased compliance
rates compared to control conditions. However, it was also found that LPC
messages lead to smaller mean donation amounts and produced similar donation
totals relative to control messages.
Lowballing
Anchoring
Effort Justification
This also fits with the idea of effort justification whereby
you have already clicked, and intended to donate, so you ‘might as well’
proceed with donating, even if it is a higher amount than you first intended. Olivola & Shafir (2011) found that anticipated effort and pain lead people
to ascribe greater meaning to their contributions to charitable or collective
causes, and were thus more likely to contribute greater amounts.
References
Bolkan, S., & Rains, S. A. (2015). The Legitimisation of
Paltry Contributions as a Compliance-Gaining Technique: A Meta-Analysis Testing
Three Explanations. Communication
Research, 44(7), 976-9696.
Burger, J. M., &
Caputo, D. (2015). The low-ball compliance procedure: a meta-analysis. Social Influence, DOI:
10.1080/15534510.2015.1049203. Accessed 15/03/2018.
Goswami, I., Urminsky, O. (Not yet published). When should
the ask be a nudge? The effect of default amounts on charitable donations. Journal of Marketing Research
Johnson, E. J., Bellman, S., & Lohsem G. L. (2002). Defaults,
Framing and Privacy: Why Opting In-Opting Out. Marketing Letters, 13, 5-15. DOI: 10.1023/1015044207315
Olivola, C. Y., & Shafir, E. (2011). The Martyrdom
Effect: When Pain and Effort Increase Prosocial Contributions. Journal of Behavioural Decision Making, 26,
91-105.
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