Driving toward a goal and the goal‐gradient hypothesis: the impact of goal proximity on compliance rate,donation size,and fatigue |
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| Authors: | Jakob D. Jensen Andy J. King Nick Carcioppolo |
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| Affiliation: | 1. Department of Communication and Department of Health Promotion and Education, University of Utah;2. College of Media and Communication, Texas Tech University;3. Department of Communication Studies, University of Miami |
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| Abstract: | Driving toward a goal (DTAG) is a compliance technique derived from observed persuasion practice (e.g., telethons) wherein the persuader utilizes a goal pitch (e.g., “Help us raise $500”) and progress toward a goal (e.g., a tote board) to encourage compliance. It was postulated that DTAG would be more effective than legitimizing a paltry contribution (LPC) at increasing compliance rate, size, and stability. In Study 1, a fundraising field experiment (N = 840 donations) found that LPC garnered significantly more donations and DTAG garnered significantly larger donations. In Study 2, a lab experiment (N = 992 participants) found that LPC garnered more donations at Time 1, DTAG garnered more donations over time (eventually matching LPC), and LPC yielded smaller donations over time. |
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