Attempts to Determine the Mediating Mechanisms for the Legitimization of Paltry Favors

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

Cialdini & Schroeder (1976) have shown that adding the statement “even a penny will help” to a prosocial solicitation may increase compliance, but the reason why this technique is effective remains unknown. The present study explores two mechanisms that may explain the effectiveness of the LPF technique: self-presentation and regulatory focus. The results of three studies indicated that: (a) in a lab experiment the previously tested mediating mechanism of self-presentation concerns did not affect compliance rates or donation amounts, (b) in an self-report study, regulatory fit as a mediating mechanism accounted for variance in compliance rates in an unexpected way, and (c) evidence from the field experiment suggests that regulatory focus theory may explain LPF effectiveness.

Authors

• Allison Zorzie Shaw, University at Buffalo-SUNY

• Julia Kristine Weiss, U at Buffalo

• Emily A. Dolan, U of Buffalo - SUNY

• Erik Messerschmidt, U at Buffalo