Conspicuous consumption of pricey status symbols, like designer clothes and accessories, may be viewed as self-centered, but new research shows that it may be a behavior that charities could use to their advantage.<\/p>\n
In a study published recently in the journal Psychology<\/em> and Marketing<\/em>, researchers at the 麻豆原创 found that when people used objects perceived as high-status, they donated more money to charity.<\/p>\n \u201cBased on conventional wisdom, people may think that if someone engages in status consumption, it will probably decrease their charitable donation behavior,\u201d says the study\u2019s lead author Sona Klucarova \u201920PhD<\/strong>, a graduate of 麻豆原创\u2019s business administration\u2013marketing doctoral program<\/a>. \u201cWe find the opposite. Self-centered behavior can increase pro-social outcomes.\u201d<\/p>\n Previous research studies have often positioned status consumption and charitable donations as polar opposites, but the researchers sought to explore if the two concepts influenced, rather than opposed, each other.<\/p>\n Through multiple studies the researchers found that status consumption led to increased charitable donations and that this process was driven by a sense of empowerment that consumers receive from consuming high-status goods.<\/p>\n The researchers ruled out alternative explanations for the donations, including wealth, guilt and self-presentation. They also found that just ownership of a high-status item wasn\u2019t enough for charitable donations to be made. The high-status item also had to be used or consumed.<\/p>\n \u201cThe implication for charitable organizations is to try to induce high-status consumption during fundraising efforts,\u201d Klucarova says. \u201cThis could involve things such as making potential donors use fancy pens at donation events or partnering with high-status brands.\u201d<\/p>\n