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- Title
The Effect of the Amount Reference in the Legitimizing Paltry Contribution Technique on Altruism.
- Authors
Guéguen, Nicolas
- Abstract
Earlier research on the legitimizing paltry contribution (LPC) technique has found that the statement “Even a penny will help …” added to a request for charity donation increases compliance to the request. This study tested the effectiveness of the LPC technique with different statements. In bakeries, an opaque moneybox was placed near the cash register with a message explaining, on the first line, that the solicitation was for a humanitarian project for African children conducted by students. On the second line, the words “Even a one centime coin will help …” (amount LPC), “Even the smallest coin will help …” (no amount LPC), or no inscription (control no LPC) appeared. This second line was changed each day and for each bakery according to a random distribution. Results showed that more donations were made in the amount LPC condition compared to the two others, whereas the no amount LPC condition was different than the control no LPC condition.
- Subjects
ALTRUISM; CHARITABLE giving -- Social aspects; LEGITIMATION (Sociology); HUMANITARIAN assistance; LEGAL compliance; WRITTEN communication; COINS
- Publication
Communication Research Reports, 2013, Vol 30, Issue 4, p306
- ISSN
0882-4096
- Publication type
Article
- DOI
10.1080/08824096.2013.837042