All Charity Is Not Created Equally: The Role of Target Affect and Agentic (vs. Communal) Orientation on Consumer Willingness to Contribute Time (vs. Money)

Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic) orientation moderates helping. Social approach, the preference for close (vs. distant) helping, is proposed as a mediator.