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‘Three is better than two’: Increasing donations with the attraction effect
Author(s) -
Pittarello Andrea,
Caserotti Marta,
Rubaltelli Enrico
Publication year - 2020
Publication title -
british journal of psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.536
H-Index - 92
eISSN - 2044-8295
pISSN - 0007-1269
DOI - 10.1111/bjop.12428
Subject(s) - psychology , deed , social psychology , donation , context (archaeology) , attraction , set (abstract data type) , decoy , appeal , economics , paleontology , linguistics , philosophy , biochemistry , receptor , chemistry , political science , computer science , law , biology , programming language , economic growth
Five experiments ( N total = 2,503) tested the attraction effect and its boundary conditions in the context of helping behaviour. Participants could choose one donation appeal in a set of either two or three alternatives. The three alternatives set included a decoy – an alternative that resembled but was clearly inferior to a target (i.e., the most beneficial) alternative. A clear and consistent pattern emerged: Participants chose the target alternative more frequently and perceived it as more beneficial (and somewhat less costly) when the decoy was present compared to when it was absent. This finding was robust when the attribute ratings of the alternatives were unclear, when the target alternative offered a bundle of unrelated products, and when participants could refrain from donating altogether, or contribute any amount they wished. Our findings offer concrete and simple strategies that charities can implement at zero cost to increase giving and the perceived benefits that people’s good deed bring about to those in need.