Fundraising organizations use donation grids as anchors to artificially influence donation amounts. In this paper, we show that these anchors can have adverse consequences on donation likelihood. We also show that donors with stronger internal reference points are less influenced by grid manipulations.
DE BRUYN, A. et PROKOPEC, S. (2009). When Asking for More Leads to Getting Nothing: The Impact of Anchors on Donor’s Behavior. Dans: Proceedings of the 38th EMAC: Marketing and the Core Disciplines: Rediscovering References? European Marketing Academy (EMAC).