Legitimization of paltry favors effect and chatbot-moderated fundraising

Labor shortages and the rise of artificial intelligence (AI) technology have accelerated the application of AI chatbot agents in fundraising agencies. This study examines the applicability of the legitimization of the paltry favors (LPF) technique and chatbot image representation in raising the persuasive power of fundraising chatbots. In this study, 609 participants were recruited via a crowdsourcing website to participate in an online survey. Participants were assigned to one of six chatbot conditions (text only vs. robot image vs. human image × standard message vs. LPF message). The results revealed that the LPF message increases the willingness to donate and that self-image concern, requestor need, and guilt significantly mediate the direct effect. The results also suggest the moderating role of perceived anthropomorphism in the association between LPF messages and the willingness to donate via requester needs. The results provide theoretical implications for compliance-gaining studies and practical implications for fundraising organizations and chatbot developers.