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Soliciting Charity Contributions: The Parlance of Asking for Money 1
Author(s) -
Benson Peter L.,
Catt Viola L.
Publication year - 1978
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1978.tb00767.x
Subject(s) - psychology , social psychology , locus of control , locus (genetics) , causal model , statistics , biochemistry , chemistry , mathematics , gene
The major purpose of this study was to investigate the effects of three verbally‐mediated variables on financial contributions in a door‐todoor charity campaign. The relationship of race to contributions was also observed by using both black and white subjects. One hundred and twenty black and 120 white subjects were randomly assigned to one of 8 verbal appeals in a 2 (High vs. Low Dependency) × 2 (Internal vs. External Causal Locus of Need) × 2 (“it is your social responsibility” vs. “it will make you feel good” Expressed Reason for Giving) factorial design. The solicitor controlled for order effects by varying the sequence of these three variables within each experimental group. Main effects were found for Rae, Causal Locus of Need, and Expressed Reason for Giving: Whites contributed more than blacks, the external locus of need condition produced more giving than the internal condition, and persons who heard the “feel good” reason donated more than those in the “social responsibility” condition. Additionally, a significant Causal Locus of Need × Expressed Reason for Giving interaction was found. The combination of external locus of need and “feel good” was considerably more productive of contributions than the other three combinations. Implications of these results for the helping behavior literature are discussed.