Spending money on time-saving services can improve happiness and reduce stress. Yet many people do not spend money to save time even when they can afford to do so, potentially because they feel guilty about paying other people to complete disliked tasks on their behalf. Consistent with this proposition, we find evidence that individuals are most likely to experience guilt when outsourcing to a salient service provider. Across two large-scale surveys of working adults, including a nationally representative sample of employed Americans (Study 1a & 1b, N = 1,337), individuals reported greater guilt when they thought about outsourcing to a salient (vs. non-salient) service provider. Using a novel lab paradigm, participants felt greater guilt when the service provider was salient, which in turn undermined their willingness to buy time (Study 2, N = 350). In Study 3, these effects were mitigated by emphasizing the benefits of task completion for the service provider ( N = 390). This research points to the potential of simple interventions to help organizations encourage individuals to make time-saving purchases.

Under what conditions does prosocial spending promote happiness? In a series of appropriately powered and pre-registered experiments, the present research revisited the role of impact, social connection, and perceived choice in maximizing the emotional benefits of spending money on others. In two exploratory studies, we found that happy (vs. less happy) prosocial spending experiences were marked by higher levels of impact, social connection and perceived choice (Study 1a and 1b). Consistent with these initial findings, three pre-registered studies confirmed that spending money on others was particularly rewarding when people were able to see the difference their generosity made (Study 2); when they felt a sense of social connection to the person or cause they were helping (Study 3); and when they felt that the decision to help was freely chosen (Study 4). Together, our findings corroborate previous research on impact, social connection and perceived choice, and highlight the importance of considering these key variables when evaluating old and new evidence on the emotional benefits of prosocial spending. In addition, our findings suggest that charitable organizations and policymakers should review their current solicitation strategies and pay more attention to people’s sense of impact, connection and choice when seeking charitable donations.