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

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