A Longitudinal Experimental Study Examining How and Whether Practicing Acts of Kindness Affects Materialism

(1) Background: Kindness interventions assist individuals in the pursuit of greater well-being. However, little is known about whether these interventions can decrease materialism. The current study tested how kindness interventions decrease materialism and external aspirations. Furthermore, we tested whether these interventions influence impulsive shopping. (2) Method: We randomly assigned 122 females to a three-week intervention of practicing acts of kindness or a neutral intervention (practicing acts related to studying). Before and after the interventions, all participants reported their life satisfaction, level of materialism, and internal and external aspirations. (3) Results: Among women practicing acts of kindness, materialism and life satisfaction did not change compared to the control group, but in both conditions, life satisfaction increased, and materialism decreased. However, we found that practicing kindness was associated with (a) an increase in aspiration affiliation, (b) a reduction in the intention to shop impulsively, (c) less focus on external aspirations, and (d) more focus on internal aspirations. (4) Conclusions: Although our results show that practicing kindness does not lead to a decrease in materialism, they suggest that focusing on increasing personal happiness might lead to such a decrease. Furthermore, our research contributes to the existing literature by demonstrating that kind women are less oriented toward materialistic values.