KOREASCHOLAR

Across two experiments, this study provides support for the concept that money and time are marked by psychologically distinct constructs. As temporal distance increases, preferences are more likely to be based on the value associated with a high-level construal of options than the value associated with a low-level construal of options. That is, as potential contributors are asked to donate later, high-level featured resources (i.e., time) take focal precedent over low-level ones (i.e., money) in judging preference for donation methods. This study also found that the match effect between temporal distance and construal-level holds only when the level of attitude toward NPO is relatively favorable. However, donation intention is enhanced under mismatch conditions when the level of attitude is less favorable. That is, when potential contributors hold relatively less favorable attitudes toward the NPO, those who are requested to make an expediting decision of donation are more likely to have higher intention to donate with a high-level construal resource. This study attributed the finding to the shift of people’s focal resource through their level of attitude toward the NPO. Unlike the previous research, which focused mainly on how temporal distance influences individuals’ construal levels to result in different donation behaviors, this study investigates the relationship between donation resources and temporal distance. The results from the research provide empirical evidence that temporal distance can have impact on individuals’ preference of the types of donation resources. Given that the features of donation resources can be related temporal distance, this research can shed light on how temporal construal theory can be used in charitable-giving contexts. Additionally, while considerable number of temporal construal studies have investigated the impact of the match effect on the attitude toward a brand, this study explores the role of attitude toward the organization on the interaction effect of temporal distance and construal levels. The findings from this study can provide an opportunity for better understanding of temporal construal theory.

• Doori Song(Youngstown State University, USA)
• Dong Hoo Kim(University of North Carolina at Chapel Hill, USA)