espite the economic and social changes occurred in Brazil in the last decade, which created a favorable scenario for the prosperity of charitable giving, Brazilian philanthropic landscape still has to deal with some barriers, such as the lack of trust in nonprofit institutions, the absence of incentives for donation, and the change in family and personal values. This article theoretically discusses the phenomenon of philanthropy in Brazil under the guilt hypothesis and comes up with propositions that may inspire future research. We propose that activating a negative emotion, such as guilt, increases individuals’ donation intentions and the intended amount of donation to charitable organizations even more than positive emotions, such as empathy. We also propose that the activation of the emotion of guilt has a stronger effect on individuals that are high (versus low) in consumer materialism value. Finally, we discuss possible theoretical, managerial and public policy implications.

中文翻译：

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当内疚引发慈善时：慈善事业的情感方面

尽管巴西在过去十年中发生了经济和社会变革，为慈善事业的繁荣创造了有利条件，但巴西的慈善领域仍然面临一些障碍，例如对非营利机构缺乏信任、缺乏捐赠的激励，以及家庭和个人价值观的改变。本文从内疚假设下对巴西的慈善现象进行了理论上的讨论，并提出了可能启发未来研究的命题。我们建议激活消极情绪，例如内疚，比积极情绪（例如同理心）更能增加个人的捐赠意愿和对慈善组织的捐赠金额。我们还提出，内疚情绪的激活对消费者唯物主义价值高（相对于低）的个人有更强的影响。最后，我们讨论了可能的理论、管理和公共政策影响。