The Happiness of Giving : The Time-Ask Effect

This research examines how a focus on time versus money can lead to two distinct mindsets that impact to 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 quot;how much time they would like to donatequot; (versus quot;how much money they would like to donatequot;) to a charity increases the amount that they ultimately donate to the charity. Fueling this effect are differential mindsets activated by times versus money. Implications for the research on time, money and emotional well-being as discussed