Understanding the influence of context on choice is an important goal, one whichmust result in communications giving greater weight to the framework to becreated than to putting forward specific advantages. In this research, we study theinfluence of the price scale proposed to obtain a donation by a mail request on thedonor's behavior. Factors which influence the behavior at the individual level, aspast behavior, are controlled within an experimental frame and several pricescales are tested. The results show that, at the agregate level, the price scale hasonly a small impact on the mailing efficiency. But, with a model explaining thedonation distribution, we demonstrate first the influence of the ‘appeals scale’ ondonor behavior. Second, we show the need for controlling underlyingheterogeneity as past behavior has a far more important role than the scalemodification.
