The Happiness of Giving: The Time‐Ask Effect
This research examines how a focus on time versus money can lead to two distinct mind‐sets that affect 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 tim...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 35(2008), 3, Seite 543-557 |
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| Format: | Online-Aufsatz |
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2008
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Charity and Gift Giving Consumer Welfare/Quality of Life Judgment and Decision Making Time Experimental Design and Analysis (ANOVA) Behavioral sciences Economics Philosophy Mathematics mehr... |
| Zusammenfassung: | This research examines how a focus on time versus money can lead to two distinct mind‐sets that affect 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" (vs. "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 mind‐sets activated by time versus money. Implications for the research on time, money, and emotional well‐being are discussed. |
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| Beschreibung: | * Wendy Liu is assistant professor of marketing at University of California, Los Angeles, Anderson School of Management, 110 Westwood Plaza, Los Angeles, CA 90095 ( wendy.liuanderson.ucla.edu ). Jennifer Aaker is the Xerox Distinguished Professor of Knowledge at the University of California, Berkeley, Haas School of Business, Berkeley, CA 94720 ( jaaker@haas.berkeley.edu ). Thanks to Nicole Starczak and Robin Avnet for their help with data collection, Cassie Mogilner for her insight, and the team at HopeLab for their remarkable organization. |
| ISSN: | 15375277 |
| DOI: | 10.1086/588699 |