Giving to Receive: Moral Self-Regard and Positive Affect Increase When Giving Time But Not Money

Grant Donnelly, Harvard University, USA
Oliver Hauser, Harvard University, USA
Francesca Gino, Harvard University, USA
Giving time, compared to giving money, better protects consumers’ sense of impact in the absence of re-affirming cues. When consumers give time, vividness of the cause and emotional engagement strengthen, thus increasing moral self-regard and, in turn, perceived impact.
[ to cite ]:
Grant Donnelly, Oliver Hauser, and Francesca Gino (2017) ,"Giving to Receive: Moral Self-Regard and Positive Affect Increase When Giving Time But Not Money", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 191-195.