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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More


Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School

Read More


Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.