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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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    References listed on IDEAS

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    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, Oxford University Press, vol. 34(5), pages 670-681, August.
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    6. Loewenstein, George, 1987. "Anticipation and the Valuation of Delayed Consumption," Economic Journal, Royal Economic Society, vol. 97(387), pages 666-684, September.
    7. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Oxford University Press, vol. 26(3), pages 278-292, December.
    8. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Oxford University Press, vol. 25(2), pages 144-159, September.
    9. 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, Oxford University Press, vol. 24(4), pages 434-446, March.
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    11. Fitzsimons, Gavan J & Morwitz, Vicki G, 1996. " The Effect of Measuring Intent on Brand-Level Purchase Behavior," Journal of Consumer Research, Oxford University Press, vol. 23(1), pages 1-11, June.
    12. Zipora Magen, 1996. "Commitment beyond self and adolescence: The issue of happiness," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 37(3), pages 235-267, March.
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