Anchor Or Fiction? the Role of Adding Exchange to Charity

Barbara Briers, K.U.Leuven
Mario Pandelaere, K.U.Leuven
Luk Warlop, K.U.Leuven

Anchor or Fiction?

The Role of Adding Exchange to Charity

Barbara Briers, Mario Pandelaere and Luk Warlop

Katholieke Universiteit Leuven

Abstract

Charities often bundle donation requests with the offering of a near-worthless token, like a postcard. Little research has examined whether this raises more money than merely asking to donate. Our studies suggest that in mere donation settings people may have difficulties to estimate a socially acceptable donation amount and therefore prefer opportunities that provide them with a fixed price, an anchor. When the suggested reference price is low enough, exchange requests lead to more compliance than mere donation requests. Moreover, we show that, when accompanied by specified amounts, mere donation requests result in even better compliance rates than exchange requests.
[ to cite ]:
Barbara Briers, Mario Pandelaere, and Luk Warlop (2006) ,"Anchor Or Fiction? the Role of Adding Exchange to Charity", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 146-146.