Materialistic Tendencies Lead to Less Empathy from Others.

Empathy is crucial for social cohesion and prosocial behavior, yet the influence of a target's materialism on observers' empathy remains underexplored. This research investigates whether and how a target's materialistic tendencies influence observers' empathy, and the mechanisms underlying this effect. We proposed three hypotheses: (H1) observers exhibit less empathy for materialistic individuals compared to nonmaterialistic ones; (H2) perceived low morality mediates the negative effect of target materialism on empathy; and (H3) perceived lack of warmth also serves as a mediator. Across four studies, we tested these hypotheses. Study 1 ( = 190) found a significant difference in observers' empathy toward high versus low materialistic targets. Study 2 ( = 362) demonstrated that this effect resulted from decreased empathy toward materialistic individuals rather than increased empathy toward nonmaterialistic ones, and together with Study 1, supported H1. Study 3 ( = 375) ruled out perceived social class as an alternative explanation, providing additional evidence for the independent effect of target materialism on empathy. Study 4 ( = 785) tested H2 and H3, and confirmed that perceived morality and perceived warmth both significantly mediated the effect of target materialism on observers' empathy. These findings enhance our understanding of the negative social consequences of materialism and contribute to the literature on selective empathy and person perception.