Prosocial Effects in Youth from Involvement in an Experiential, Cause-Related Marketing Event

Abstract

This study investigates the malleability of youths' perceptions of social responsibility after becoming directly involved with a nonconsumption, cause-related experience. Findings suggest that not only did participating in a 30-hour fast to raise money for the needy positively develop self-esteem and concern for others but changed youths' perceptions of the role of consumption in their lives. Youth who experienced a fast were found to derive life satisfaction by admonishing materialism and accepting frugality in a manner significantly stronger than nonfasting individuals, thereby demonstrating a changed attitude toward consumption. Implications for social welfare advocates and corporations are discussed.

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