Ask and Ye Shall Receive: The Effect of the Appeals Scale on Consumers' Donation Behavior

Pierre Desmet () and Fred M. Feinberg

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Abstract: Managers in the fundraising sector face the constant challenge of solliciting donations from a population who may or may not have donated before. Rather than merely asking respondents what they wish to donate, it is standard practice to present a set of suggested amounts -the appeals scale- in making donation requests. With a large scale field trial, coupled with a donation database from a French charity, we find with a segment-level Bayesian model, a very significant influence of the appeals scale and of 'round' scale values, such as those appearing on common bank notes, on distribution of donations.

Keywords: fundraising; donation behavior; choice theory; reference dependence; framing; gibbs sampling; bayesian methods (search for similar items in EconPapers)
Date: 2003-01-25
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Citations: View citations in EconPapers (26)

Published in Journal of Economic Psychology (The), 2003, 24 (3), pp.349-376

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Journal Article: Ask and ye shall receive: The effect of the appeals scale on consumers' donation behavior (2003)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00143387

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