| Abstract: | Two versions of the legitimization-of-paltry-contributions technique (Cialdini & Schroeder, 1976) were compared with respect to their effectiveness in generating compliance with requests for charitable donations. When immediate, on-the-spot donations were requested, the technique significantly increased compliance rates relative to control conditions; but when the respondents were asked to mail in their contributions, virtually none did. The results offered some support for an image-maintenance explanation of the technique and were viewed as indicating that the effectiveness of the technique is reliable, but primarily under conditions that impose a high degree of situational constraint upon respondents. Implications of the results for door-to-door fundraising and for future research were discussed. |
