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http://ssrn.com/abstract=1081732
 
 

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The Happiness of Giving: The Time-Ask Effect


Wendy Liu


University of California, San Diego (UCSD) - Rady School of Management

Jennifer Aaker


Stanford University - Graduate School of Business

January 20, 2011

Journal of Consumer Research, 2008

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.

Number of Pages in PDF File: 15

Keywords: time, money, happiness

JEL Classification: M3

Accepted Paper Series


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Date posted: January 14, 2008 ; Last revised: January 23, 2011

Suggested Citation

Liu, Wendy and Aaker, Jennifer, The Happiness of Giving: The Time-Ask Effect (January 20, 2011). Journal of Consumer Research, 2008. Available at SSRN: http://ssrn.com/abstract=1081732

Contact Information

Wendy Liu (Contact Author)
University of California, San Diego (UCSD) - Rady School of Management ( email )
9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States
HOME PAGE: http://management.ucsd.edu/faculty/directory/wendy-liu/
Jennifer Lynn Aaker
Stanford University - Graduate School of Business ( email )
518 Memorial Way
Stanford, CA 94305-5015
United States

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