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The Happiness of Giving: The Time-Ask Effect

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  • Wendy Liu
  • Jennifer Aaker

Abstract

This research examines how a focus on time versus money can lead to two distinct mind-sets that affect 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" (vs. "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 mind-sets activated by time versus money. Implications for the research on time, money, and emotional well-being are discussed. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:3:p:543-557
    DOI: 10.1086/588699
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