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.
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.
Emily Garbinsky, Stanford University, USA
Jennifer Aaker, Stanford University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Paying to Purchase a Conversation Topic
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA
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Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
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