The Happiness of Giving: The Time-Ask Effect
50 Pages Posted: 1 Nov 2008
Date Written: October 30, 2008
This research examines how a focus on time versus money can lead to two distinct mindsets that impact to 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 times versus money. Implications for the research on time, money and emotional well-being as discussed.
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