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The Happiness of Giving: The Time-Ask EffectWendy LiuUCSD Rady School of Management Jennifer AakerStanford 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 SeriesDate posted: January 14, 2008 ; Last revised: January 23, 2011Suggested CitationContact Information
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