The Happiness of Giving: the “Time-Ask” Effect
This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers’ willingness to donate to charitable causes. The results of three experiments, conducted both in the lab and in the field, reveal that asking individuals to think about “how much time they would like to donate” (versus “how much money they would like to donate”) to a charity increases the amount that they ultimately donate to the charity. Fueling this effect are differential mindsets activated by time versus money. Implications for the research on time, money and emotional well-being are discussed.
Wendy Liu and Jennifer Aaker (2009) ,"The Happiness of Giving: the “Time-Ask” Effect", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 190-194.
Wendy Liu, University of California, Los Angeles, USA
Jennifer Aaker, Stanford University, USA
NA - Advances in Consumer Research Volume 36 | 2009
“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA
F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
Individual-level Carryover-Parameters in Reference-Price Models
Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin