The Happiness of Giving: The Time-Ask Effect

50 Pages Posted: 1 Nov 2008

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Wendy Liu

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

Multiple version iconThere are 2 versions of this paper

Date Written: October 30, 2008

Abstract

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.

Suggested Citation

Aaker, Jennifer Lynn and Liu, Wendy, The Happiness of Giving: The Time-Ask Effect (October 30, 2008). Stanford University Graduate School of Business Research Paper No. 1998. Available at SSRN: https://ssrn.com/abstract=1292548 or http://dx.doi.org/10.2139/ssrn.1292548

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Wendy Liu

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/

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