The Happiness of Giving: The Time-Ask Effect

The Happiness of Giving: The Time-Ask Effect

By
Wendy Liu, Jennifer Aaker
Journal of Consumer Research.
2008, Vol. 35, Issue 3, Pages 543-557

This research examines how a focus on time versus money can lead to two distinct mindsets that impact 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 time versus money. Implications for the research on time, money and emotional well-being are discussed.