A health fundraising experiment using the “foot-in-the-door” technique

Maria Leonora (Nori) G. Comello, Jessica Myrick, April Little Raphiou

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


Foot-in-the-door (FITD) involves obtaining compliance with a small request to boost compliance with a larger request. Only a few studies to date have tested the technique in health and fundraising contexts, and even fewer have examined the psychological processes involved. To address these gaps, we conducted an experiment as an actual fundraiser for a cancer-awareness organization. The technique activated a self-concept as a supporter of cancer awareness among those in the FITD condition. Donation amount was also higher among those in FITD, but only among those with higher levels of worry and low to moderate levels of preference for consistency.

Original languageEnglish (US)
Pages (from-to)206-220
Number of pages15
JournalHealth Marketing Quarterly
Issue number3
StatePublished - Jul 2 2016

All Science Journal Classification (ASJC) codes

  • Health Professions(all)
  • Marketing


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