Increasing compliance through the use of the legitimization of small donations technique and the follow-up procedures of phone reminder and gift incentive
Restricted accessResearch articleFirst published online August, 1987
Increasing compliance through the use of the legitimization of small donations technique and the follow-up procedures of phone reminder and gift incentive
This study investigated the practical tradeoff of using higher and lower paltry amounts in the legitimization of small donations technique in telemarketing fundraising. The results indicate that using lower paltry amounts results in the best return for the least cost. Overall, the follow-up procedures of phone reminder and gift incentives did not effectively increase compliance. The study concludes with a discussion of future directions for additional work in this area.
Get full access to this article
View all access options for this article.
References
1.
BrocknerJoelGuzziBethKaneJulieLevineEllenShaplenKateOrganizational Fund Raising: Further Evidence of the Effect of Legitimizing Small DonationsJournal of Consumer Research111984611–614June
2.
CialdiniRobert B.SchroederDavid A.Increasing Compliance by Legitimizing Paltry Contributions: When Even a Penny HelpsJournal of Personality and Social Psychology341976599–604October
3.
KanukLeslieBerensonConradMail Surveys and Response Rates: A Literature ReviewJournal of Marketing Research121975440–453November
4.
LinskeyArnold S.Stimulating Responses to Mailed Questionnaires: A ReviewPublic Opinion Quarterly39197582–101Summer
5.
ReingenPeter H.On Inducing Compliance With RequestsJournal of Consumer Research5197896–102September
6.
WarshawPaul R.Predicting Purchase and Other Behaviors From General and Contextually Specific IntentionsJournal of Marketing Research17198026–33February
