Use of Labeling and Assertions of Dependency in Appeals for Consumer Support

Abstract

This paper describes the results of two experiments in which alternate appeals urging contributions to a nonprofit organization were evaluated. Variations of labeling (present/absent) and dependency (present/absent) appeals were used as the experimental treatments. The results provide additional evidence for labeling as a potentially useful strategy for stimulating consumer support. Although dependency did not affect the criterion variables investigated, further research is needed to determine the conditions under which dependency and labeling might be used in persuasive appeals.