The Happiness of Giving: the “Time-Ask” Effect

Wendy Liu, University of California, Los Angeles, USA
Jennifer Aaker, Stanford University, USA
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.
[ to cite ]:
Wendy Liu and Jennifer Aaker (2009) ,"The Happiness of Giving: the “Time-Ask” Effect", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 190-194.