Let's dialogue about penny: Effectiveness of dialogue involvement and legitimizing paltry contribution techniques

Abstract

Earlier research has shown (Cialdini & Schroeder, 1976) that the statement "Even a penny will help" added to a standard request for charity donation considerably increases the probability of carrying it out. The present study tested the effectiveness of this technique in various contexts in a set of 3 field experiments conducted on the streets of 2 Polish cities. The results proved, first, that success can be strengthened when combined with a dialogue in which a requester is involved prior to being asked for a donation. Second, it was shown that the dialogue itself produced more compliance than did a monologue. Third, it was demonstrated that dialogue related to the content of the requested issue may or may not result in an increase in compliance, presumably depending on the in-group/out-group focus of the dialogue's content. Practical implications for charity donation are offered. Copyright © 2005 by V. H. Winston & Son, Inc. All rights reserved.