HERoIC HEDONISM

Derek N. Hassay

John Peloza

The Sheth, Newman and Gross (1991) consumption values framework is used to demonstrate how the extant literature on the motives for charity support behavior (CSB) has overlooked a variety of consumption values due to its focus on donations and volunteerism. An exploratory study of charity lottery consumption revealed that these buyers received both the warm glow feelings typically associated with CSB as well as the fantasies, feelings and fun (Holbrook and Hirschman 1982) associated with experiential consumption. The paper concludes with a discussion of the merits of this and other types of heroic hedonism and outlines directions for future research.