Make Them Smile: the Temporal Effect of Emotions on Giving

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 13-17.

Authors

Emily Garbinsky, Stanford University, USA
Jennifer Aaker, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.