1 janv. 1976 - Cialdini Study on guilt and the concern for self-image

Description:

When organizations were having trouble raising money for their programs, Cialdini studied the use of the words " ... even a penny will help..." at the end of the request for donation. He found that the donor was more likely to give more, and more were likely to donate when the added phrase of responsibilty and guilt to help were tacked on to the end of the request.
https://www.researchgate.net/publication/232512497_Increasing_Compliance_by_Legitimizing_Paltry_Contributions_When_Even_a_Penny_Helps

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