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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

The Happiness of Giving: The Time-Ask Effect

Wendy Liu, Jennifer Aaker
DOI: http://dx.doi.org/10.1086/588699 543-557 First published online: 1 October 2008


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.

  • Behavioral Decision Theory
  • Charity and Gift Giving
  • Consumer Welfare/Quality of Life
  • Judgment and Decision Making
  • Time
  • Experimental Design and Analysis (ANOVA)
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