Happy Faces, Sad Faces: the Interactive Effects of Affective Displays and Donation Types on Charitable Giving

In this research, we find that donors tend to contribute money to a happy child rather than to a sad child whereas they tend to contribute time to a sad child than to a happy child. Results demonstrate that donors emphasize their own psychological wellbeing in charitable giving such that donors’ happiness mediates the differential effects of recipients’ affective displays on donation types.



Citation:

Fan Liu, Xin He, and Ze Wang (2013) ,"Happy Faces, Sad Faces: the Interactive Effects of Affective Displays and Donation Types on Charitable Giving ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Fan Liu, University of Central Florida, USA
Xin He, University of Central Florida, USA
Ze Wang, University of Central Florida, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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