Make Them Smile: the Temporal Effect of Emotions on Giving

Emily Garbinsky, Stanford University, USA
Jennifer Aaker, Stanford University, USA
Advertisements evoking sadness are more effective than advertisements evoking happiness. However, we show that this effect reverses over time - if a donation is solicited long after advertisement exposure, happiness-inducing advertisements result in greater giving. Additionally, we shed light on the differential reasons why people give in the short-term vs. long-term.
[ to cite ]:
Emily Garbinsky and Jennifer Aaker (2012) ,"Make Them Smile: the Temporal Effect of Emotions on Giving", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 13-17.