Fear-then-relief, legitimizing a paltry contribution, and charity

Barbara Dolinska , Dariusz Doliński

Abstract

Introduction. – The compliance literature describes multiple techniques of social influence. Some of themhave proven effective at inducing compliance in the charity domain. One such technique is referred to aslegitimizing a paltry contribution (LPC). There are theoretical grounds on which it can be assumed thatthis technique will be particularly effective in conditions in which a person feels relief from fear.Objective. – The aim of the study was to examine whether people who experience fear-relief sequencesare more susceptible to the LPC technique than those in a neutral emotional state.Method. – In two field studies, some people experienced relief from fear, while others remained in aneutral emotional state. The participants were then asked to donate to a worthy cause. A request wasformulated either in a standard way, or with the phrase “even a penny will help”.Results. – The two experiments yielded consistent results. It turned out that the LPC technique wasparticularly effective when participants had experienced relief from fear.Conclusions. – The aforementioned pattern of results is important for the development of theoreticalknowledge about techniques of social influence, and has direct practical implications.