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The Happiness of Giving: The Time-Ask Effect

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Author Info
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.

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Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number 1998.

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Date of creation: Aug 2008
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Handle: RePEc:ecl:stabus:1998

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  1. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(2), pages 144-59, September.
  2. Leclerc, France & Schmitt, Bernd H & Dube, Laurette, 1995. " Waiting Time and Decision Making: Is Time like Money?," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 22(1), pages 110-19, June.
  3. DeVoe, Sanford E. & Pfeffer, Jeffrey, 2007. "When time is money: The effect of hourly payment on the evaluation of time," Organizational Behavior and Human Decision Processes, Elsevier, vol. 104(1), pages 1-13, September. [Downloadable!] (restricted)
  4. Morwitz, Vicki G & Johnson, Eric J & Schmittlein, David C, 1993. " Does Measuring Intent Change Behavior?," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 20(1), pages 46-61, June.
  5. Strahilevitz, Michal & Myers, John G, 1998. " Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 24(4), pages 434-46, March.
  6. Loewenstein, George, 1987. "Anticipation and the Valuation of Delayed Consumption," Economic Journal, Royal Economic Society, vol. 97(387), pages 666-84, September. [Downloadable!] (restricted)
  7. 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: An Interdisciplinary Quarterly, University of Chicago Press, vol. 34(5), pages 670-681, 08. [Downloadable!] (restricted)
  8. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 17(3), pages 263-76, December.
  9. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 26(3), pages 278-92, December.
  10. Patti Williams & Aimee Drolet, 2005. "Age-Related Differences in Responses to Emotional Advertisements," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 32(3), pages 343-354, December. [Downloadable!] (restricted)
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