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

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