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...

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Bibliographische Detailangaben
Veröffentlicht in:	Journal of Consumer Research. - University of Chicago Press. - 35(2008), 3, Seite 543-557
1. Verfasser:	Liu, Wendy (VerfasserIn)
Weitere Verfasser:	Aaker, Jennifer
Format:	Online-Aufsatz
Veröffentlicht:	2008
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... Business Wendy


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245	1	4	\|a The Happiness of Giving: The Time‐Ask Effect
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500			\|a * 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.
520			\|a 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.
540			\|a © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.
650		4	\|a Behavioral Decision Theory
650		4	\|a Charity and Gift Giving
650		4	\|a Consumer Welfare/Quality of Life
650		4	\|a Judgment and Decision Making
650		4	\|a Time
650		4	\|a Experimental Design and Analysis (ANOVA)
650		4	\|a Behavioral sciences \|x Human behavior \|x Social behavior \|x Social interaction \|x Charitable behavior \|x Volunteerism
650		4	\|a Economics \|x Economic disciplines \|x Financial economics \|x Finance \|x Financial management \|x Asset management \|x Financial gifts \|x Donations \|x Charitable giving
650		4	\|a Behavioral sciences \|x Psychology \|x Cognitive psychology \|x Emotion \|x Emotional states \|x Happiness
650		4	\|a Philosophy \|x Axiology \|x Ethics \|x Normative ethics \|x Morality \|x Virtue \|x Charity
650		4	\|a Economics \|x Economic disciplines \|x Financial economics \|x Finance \|x Financial management \|x Asset management \|x Financial gifts \|x Donations
650		4	\|a Economics \|x Economic research \|x Economic analysis \|x Economic value
650		4	\|a Mathematics \|x Applied mathematics \|x Statistics \|x Applied statistics \|x Statistical results \|x Statistical interpretations \|x Saliency
650		4	\|a Business \|x Business structures \|x Nonprofit organizations
650		4	\|a Behavioral sciences \|x Psychology \|x Cognitive psychology \|x Emotion \|x Emotional states \|x Empathy
650		4	\|a Economics \|x Macroeconomics \|x Money
650		4	\|a Behavioral sciences \|x Human behavior \|x Social behavior \|x Social interaction \|x Charitable behavior \|x Volunteerism
650		4	\|a Economics \|x Economic disciplines \|x Financial economics \|x Finance \|x Financial management \|x Asset management \|x Financial gifts \|x Donations \|x Charitable giving
650		4	\|a Behavioral sciences \|x Psychology \|x Cognitive psychology \|x Emotion \|x Emotional states \|x Happiness
650		4	\|a Philosophy \|x Axiology \|x Ethics \|x Normative ethics \|x Morality \|x Virtue \|x Charity
650		4	\|a Economics \|x Economic disciplines \|x Financial economics \|x Finance \|x Financial management \|x Asset management \|x Financial gifts \|x Donations
650		4	\|a Economics \|x Economic research \|x Economic analysis \|x Economic value
650		4	\|a Mathematics \|x Applied mathematics \|x Statistics \|x Applied statistics \|x Statistical results \|x Statistical interpretations \|x Saliency
650		4	\|a Business \|x Business structures \|x Nonprofit organizations
650		4	\|a Behavioral sciences \|x Psychology \|x Cognitive psychology \|x Emotion \|x Emotional states \|x Empathy
650		4	\|a Economics \|x Macroeconomics \|x Money
650		4	\|a Wendy
655		4	\|a research-article
700	1		\|a Aaker, Jennifer \|e verfasserin \|4 aut
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773	1	8	\|g volume:35 \|g year:2008 \|g number:3 \|g pages:543-557
856	4	0	\|u https://www.jstor.org/stable/10.1086/588699 \|3 Volltext
856	4	0	\|u https://doi.org/10.1086/588699 \|3 Volltext
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952			\|d 35 \|j 2008 \|e 3 \|h 543-557