Wendy Liu, Assistant Professor of Marketing at UCLA Anderson School of Management, and Jennifer Lynn Aaker, General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business, co-authored "The Happiness of Giving: The Time-Ask Effect," which was published in the Journal of Consumer Research; October 2008, Vol. 35 Issue 3, pp.543-557. Those interested in the full text can read it here. The abstract summarizes the paper: This research Read More …