Giving to Receive: Moral Self-Regard and Positive Affect Increase When Giving Time But Not Money

Giving time, compared to giving money, better protects consumers’ sense of impact in the absence of re-affirming cues. When consumers give time, vividness of the cause and emotional engagement strengthen, thus increasing moral self-regard and, in turn, perceived impact.



Citation:

Grant Donnelly, Oliver Hauser, and Francesca Gino (2017) ,"Giving to Receive: Moral Self-Regard and Positive Affect Increase When Giving Time But Not Money", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 191-195.

Authors

Grant Donnelly, Harvard University, USA
Oliver Hauser, Harvard University, USA
Francesca Gino, Harvard University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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