The Happiness of Giving: The Time-Ask Effect
The Happiness of Giving: The Time-Ask Effect
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DOI：
10.2139/ssrn.1292548
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发表时间：
2008-05
期刊：
影响因子：
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通讯作者：
Wendy Liu;Jennifer L. Aaker
中科院分区：
文献类型：
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作者：
Wendy Liu;Jennifer L. Aaker
这项研究探讨了对时间与金钱的关注如何导致两种不同的心态，从而影响消费者为慈善事业捐款的意愿。在实验室和现场进行的三项实验的结果表明，要求个人考虑“他们愿意向慈善机构捐赠多少时间”（而不是“他们愿意捐赠多少钱”），会增加他们最终向慈善机构捐赠的金额。时间与金钱所引发的差异心态助长了这种效应。讨论了时间、金钱和情感健康研究的意义。
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.