The Happiness of Giving: The Time-Ask Effect

Wendy Liu and Jennifer L. Aaker
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Wendy Liu: U of California, Los Angeles
Jennifer L. Aaker: U of California, Berkeley

Research Papers from Stanford University, Graduate School of Business

Abstract: 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.

Date: 2008-08
New Economics Papers: this item is included in nep-cbe, nep-hap and nep-soc
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Citations: View citations in EconPapers (82)

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Persistent link: https://EconPapers.repec.org/RePEc:ecl:stabus:1998

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