LAUSR

Although the literature shows that consuming pro-social products increases warm glow, a psychological factor that contributes to consumer experience and satisfaction, it is unclear whether participating in a charity sporting event results in the same outcome. This research addresses this gap by testing the effects of participating in charity running events and altruism on the warm glow of participants. A scenario-based survey was employed to collect data from 180 respondents who had previously participated in charity running events. Multiple regression analysis results showed that participating in a charity (vs. non-charity) running event increased participants’ warm glow. Altruism also had a significant positive impact on their warm glow; however, this effect was independent of the percentage of proceeds donated by the event to charity.