The Impact of Anchors on Donors’ Behavior: a Field Experiment

We ran a large field experiment in which a charity solicited 50,000 of its donors, and tailored suggested donation amounts based on their past behavior. Two anchoring mechanisms were manipulated, the size of the first amount on the donation grid relative to the previous donation (the left end of the grid), and the rate of the increase of the amounts on the rest of the donation grid (the right end). As expected, both anchoring mechanisms have positive influence on donation amounts, but only the size of the first amount on the donation grid negatively influences likelihood of donation.



Citation:

Sonja Prokopec and Arnaud De Bruyn (2010) ,"The Impact of Anchors on Donors’ Behavior: a Field Experiment", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 524-525 .

Authors

Sonja Prokopec, ESSEC Business School, France
Arnaud De Bruyn, ESSEC Business School, France



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example

Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore

Read More

Featured

The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

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.