Gratitude and Materialism Differentially Predict Generosity: The Mediating Role of Thrift
A model is proposed whereby gratitude and materialism are opposing values that differentially predict virtue or vice: gratitude predicting generosity, and materialism a lack of spontaneous giving. Thrift was proposed as an instrumental virtue mediating these relationships, such that thrift motivated by gratitude leads to generosity, whereas materialistic thrift leads to miserliness. Participants (N = 401) recruited from Amazon.com’s Mechanical Turk completed self-report measures and engaged in a charitable giving opportunity as a behavioral measure of generosity. Path analysis indicated good fit statistics for the model, though behavioral and self-report generosity were not found to load onto a latent variable as predicted. The findings of this study seem to indicate that materialism and gratitude are in opposition, and each predicts a certain set of consumer behavior and generosity differentially. Potential implications and future research directions are discussed.
Schnitker, Sarah A.
Generosity, Thriftiness, Gratitude, Materialism, Finance
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