Materialism and Consumeristic Philanthropy

Robert Kreuzbauer, Nanyang Technological University, Singapore
Chi-yue Chiu, Nanyang Technological University, Singapore
We posit that consumer support for consumeristic philanthropy arises in part from the need to signal one‘s status through brand consumption. Findings from a survey of American consumers and two experiments show that status signaling mediates the relationship and that more materialistic consumers assign greater value this status signaling.
[ to cite ]:
Robert Kreuzbauer and Chi-yue Chiu (2011) ,"Materialism and Consumeristic Philanthropy", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 668-669.