How Construals of Money versus Time Impact Consumer Charitable Giving

While past research has suggested that consumers have fundamentally different responses to thinking about money versus time, the current work clarifies an important nuance in terms of how consumers construe these two resources. We demonstrate that, in the domain of charitable giving, money is construed relatively more concretely, whereas time is construed relatively more abstractly. This difference in the construal of these two resources has implications for how appeals for charitable contributions or money versus time should be framed. When the construal level at which the consumer considers the cause is aligned (misaligned) with the construal level of the resource being requested, contribution intentions and behaviors increase (decrease). In addition, the moderating role of resource abundance is examined. In particular, when money is considered abundant (vs. nonabundant), consumers no longer exhibit more concrete thoughts in response to money compared to time. Finally, when the donation request makes consumers think of money in a more abundant manner, monetary donations can be successfully motivated with a more abstract call for charitable support. The theoretical and practical implications for marketers and charitable organizations are discussed.