Identifiable Service Provider Effect: When Guilt Undermines Consumer Willingness To Buy Time.¬†Ashley Whillans, 2018, Paper, “In 2011, Time Magazine rated the sharing economy as one of the top 10 ideas that would change the world. Today, the possibility of outsourcing just about anything from grocery shopping, to dog walking, to standing in line for the latest iPhone is only a few clicks away. Companies such as TaskRabbit and Hello Alfred enable customers to outsource nearly any household chore by connecting people who need tasks done with people who have time to do them. With the growing popularity of the sharing economy, it has never been easier for consumers to outsource their most dreaded tasks to others. Yet, despite the rise of the sharing economy, very little is known about when individuals decide to ‘buy time.’Link