Charitable contribution requests including legitimization of paltry contributions or a large anchorpoint are examined. Results show that a large anchorpoint increases average contributions, legitimization of paltry contributions enhances compliance rates, and the combined use of a large anchorpoint and legitimization of paltry contributions does not significantly alter compliance or contribution sizes.A large body of literature has been devoted to the study of influences on compliance with requests for help, but researchers have focused little attention upon correspondingdegrees of help provided by compliant subjects. Because the effectiveness of any campaign to solicit help depends upon compliance rates and magnitudes of help, the focus of this article is upon both aspects. Compliance rates and degrees of response to requests including large anchorpoints, or legitimization of minima! assistance, or both, are compared with responses to simple, unspecified requests for monetary donations in a charitable solicitation context.
RESPONSE MAGNITUDESAfter exposure to requests for a contribution, each potential contributor probably forms a perception of some minimally socially acceptable anchorpoint against which candidate contribution amounts are compared. Amounts greater than that minimum anchor are regarded as generous, and amounts smaller than that minimum are regarded as unacceptable. As Ihe magnitude of that lower anchorpoint increases, the magnitude of contribution increases, but the probability of contribution decreases. If an anchorpoint is not included in the requestor's presentation, then the requestee infers an anchorpoint from prior experience.Large, specific requests should increase response magnitudes, because such requests provide a maxi-
Two meta-analyses of attitudes toward advertising by professionals are presented, which allow formulation of generalizations from 10 years’ research spanning the time since the relaxation of professional advertising restrictions first was discussed and subsequently implemented. Results suggest that differences in attitudes across professions may be attributable to the importance, heterogeneity, and assess-ability of quality levels; that exposure to professional advertising produces attitude changes in favor of increased advertising by professionals; and that consumers are more favorably disposed toward such advertising than are professionals.
Background music captures attention, evokes images, and creates ambience, but may interfere with processing of advertised messages, reducing recall. Brains are hardwired to process unexpected background sound changes first, automatically preempting processing of brand message elements and reducing recall. The degree of this recall reduction depends on the structural characteristics of the music, as well as the advertised brand. Backgrounds with more frequent harmonic and textural changes create more frequent distraction, reducing message recall. Faster tempos increase the frequency of those distractions. However, faster tempos also enable streaming of like distractions, improving message recall. In Experiment 1, backgrounds, varying in harmonic, textural, and temporal characteristics, were compared across ads for six brands. Message recall was higher for ads with backgrounds with less-frequent change. Message recall from ads for new, unfamiliar brands suffered more from background music interference than from ads for established brands. In Experiment 2, background change frequency was reduced in two ads, holding all else constant, which improved message recall. C 2012 Wiley Periodicals, Inc.
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