Happy Faces, Sad Faces: the Interactive Effects of Affective Displays and Donation Types on Charitable Giving

Fan Liu, University of Central Florida, USA
Xin He, University of Central Florida, USA
Ze Wang, University of Central Florida, USA
In this research, we find that donors tend to contribute money to a happy child rather than to a sad child whereas they tend to contribute time to a sad child than to a happy child. Results demonstrate that donors emphasize their own psychological wellbeing in charitable giving such that donors’ happiness mediates the differential effects of recipients’ affective displays on donation types.
[ to cite ]:
Fan Liu, Xin He, and Ze Wang (2013) ,"Happy Faces, Sad Faces: the Interactive Effects of Affective Displays and Donation Types on Charitable Giving ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.