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The Happiness of Giving: The Time-Ask Effect

  • Liu, Wendy

    (U of California, Los Angeles)

  • Aaker, Jennifer L.

    (U of California, Berkeley)

Registered author(s):

    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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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1998.pdf
    Download Restriction: no

    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
    Date of revision:
    Handle: RePEc:ecl:stabus:1998
    Contact details of provider: Postal: Stanford University, Stanford, CA 94305-5015
    Phone: (650) 723-2146
    Fax: (650)725-6750
    Web page: http://gsbapps.stanford.edu/researchpapers/
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    1. Patti Williams & Aimee Drolet, 2005. "Age-Related Differences in Responses to Emotional Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 343-354, December.
    2. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
    3. Morwitz, Vicki G & Johnson, Eric J & Schmittlein, David C, 1993. " Does Measuring Intent Change Behavior?," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 46-61, June.
    4. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 144-59, September.
    5. 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.
    6. Zipora Magen, 1996. "Commitment beyond self and adolescence: The issue of happiness," Social Indicators Research, Springer, vol. 37(3), pages 235-267, March.
    7. 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, University of Chicago Press, vol. 24(4), pages 434-46, March.
    8. Loewenstein, George, 1987. "Anticipation and the Valuation of Delayed Consumption," Economic Journal, Royal Economic Society, vol. 97(387), pages 666-84, September.
    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, University of Chicago Press, vol. 26(3), pages 278-92, December.
    10. Leclerc, France & Schmitt, Bernd H & Dube, Laurette, 1995. " Waiting Time and Decision Making: Is Time like Money?," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 110-19, June.
    11. 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, University of Chicago Press, vol. 34(5), pages 670-681, 08.
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