Fund-Raising on the Web: The Effect of an Electronic Door-in-the-Face Technique on Compliance to a Request

Abstract

In an attempt to test the door-in-the-face (DITF) technique in a computer-mediated context, 1,607 men and women taken at random in various e-mail lists were solicited to visit a web site for the profit of a humanitarian organization. In DITF condition, subjects were first solicited by an exaggerated request and, after refusing, were solicited for a small donation. In control condition the donation solicitation was formulated directly. In all the cases, the request was manipulated by the order of the successive HTML pages of the site. Results show that the DITF procedure increase compliance to the last request. The theoretical implication of the effect of this technique in a computer-communication context is discussed.