Time For the Sad and Money For the Happy? the Role of Social Approach on Consumer Willingness to Contribute Charitably

Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic) orientation moderates helping. Social approach, the preference for close (vs. distant) helping, is proposed as a mediator.



Citation:

Rhiannon MacDonnell (2013) ,"Time For the Sad and Money For the Happy? the Role of Social Approach on Consumer Willingness to Contribute Charitably", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Rhiannon MacDonnell, Cass Business School, City University London, UK



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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