Anchor Or Fiction? the Role of Adding Exchange to Charity

Anchor or Fiction?

The Role of Adding Exchange to Charity

Barbara Briers, Mario Pandelaere and Luk Warlop

Katholieke Universiteit Leuven


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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

Share Proceeding

Featured papers

See More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Read More


Why Do People Who Have More Enjoy Horror More?

Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.