A Theoretical Perspective on Guilt and Materialism in Helping Behavior

In this theoretical paper, we discuss the positive effect of a negative emotion, such as guilt, on individuals’ attitudes toward charitable giving. In particular, we propose that this effect is stronger for individuals with high levels of consumer materialism when compared with their low-materialism counterparts.


Ramona De Luca, Delane Botelho, and Mateus Ferreira (2016) ,"A Theoretical Perspective on Guilt and Materialism in Helping Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 727-727.


Ramona De Luca, FGV-EAESP
Delane Botelho, FGV-EAESP
Mateus Ferreira, FGV-EAESP


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More


Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More


Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.