Adding Exchange to Charity: A Reference Price Explanation
Adding Exchange to Charity: A Reference Price Explanation
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DOI：
10.2139/ssrn.813584
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发表时间：
2005
期刊：
影响因子：
--
通讯作者：
B. Briers;M. Pandelaere;L. Warlop
中科院分区：
文献类型：
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作者：
B. Briers;M. Pandelaere;L. Warlop
慈善机构经常要求捐款，同时提供一个几乎毫无价值的令牌，如钥匙链，作为交换。很少有研究调查这种“交换”请求是否比简单地要求人们捐赠更符合要求。我们的研究表明，在简单的捐赠环境中，人们可能难以估计社会可接受的捐赠金额，因此更喜欢为他们提供锚价格的机会。在捐赠环境中，物资的价值可以发挥这种锚定作用，并发出参考价格的信号。如果建议的参考价格足够低，交换请求比简单的捐赠请求更能促成遵守。然而，我们的研究结果表明，当伴随着指定的金额，简单的捐赠请求导致更好的遵守率比交换请求。
Charities often request donations while offering a near-worthless token, like a key chain, in exchange. Little research has examined whether such ‘exchange' requests are met with higher compliance rates than simply asking people to donate. Our studies suggest that in simple donation settings people may have difficulties in estimating a socially acceptable donation amount and therefore prefer opportunities that provide them with an anchor price. The value of a material good in a donation setting can play this anchoring role and signal a reference price. To the extent that the suggested reference price is low enough, exchange requests lead to more compliance than simple donation requests. However, our results indicate that, when accompanied by specified amounts, simple donation requests result in even better compliance rates than exchange requests.