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The Happiness of Giving: The Time-Ask Effect

Author

Listed:
  • Liu, Wendy

    (U of California, Los Angeles)

  • Aaker, Jennifer L.

    (U of California, Berkeley)

Abstract

This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers' willingness to donate to charitable causes. The results of three experiments, conducted both in the lab and in the field, reveal that asking individuals to think about "how much time they would like to donate" (versus "how much money they would like to donate") to a charity increases the amount that they ultimately donate to the charity. Fueling this effect are differential mindsets activated by time versus money. Implications for the research on time, money and emotional well-being are discussed.

Suggested Citation

  • Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:1998
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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1998.pdf
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    References listed on IDEAS

    as
    1. Cassie Mogilner & Jennifer L. Aaker & Ginger L. Pennington, 2008. "Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 670-681, August.
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