Time For the Sad and Money For the Happy? the Role of Social Approach on Consumer Willingness to Contribute Charitably

Rhiannon MacDonnell, Cass Business School, City University London, UK
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic) orientation moderates helping. Social approach, the preference for close (vs. distant) helping, is proposed as a mediator.
[ to cite ]:
Rhiannon MacDonnell (2013) ,"Time For the Sad and Money For the Happy? the Role of Social Approach on Consumer Willingness to Contribute Charitably", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.