good" carries a financial burden for businesses leads consumers to infer general price markups. This body of research cautions that corporate warm glows may be coupled with "cold prickles" of extra costs. Product advertising Warm glow can be a central element of cause marketing, in which products are paired with donations. When consumers are exposed to products with a direct cause marketing association, their appraisal of both the product and the company may improve due to warm glow. There is also evidence that product warm glows may play a role in a process called "hedonic licensing", in which consumers who perceive a moral surplus subsequently allow themselves more leeway to make selfish purchases. Philanthropy Avoidance behaviors Common phenomena such as avoiding eye contact with beggars or adjusting one's route to avoid a solicitor may be explained using the warm glow model. One behavioral consequence of warm glow is strategic avoidance of giving opportunities. According to this hypothesis, individuals anticipate their warm glow upon identifying a future giving opportunity. Assuming a functional form that allows warm glow to be negative (driven by a guilt of not giving), people may strategically and effortfully avoid giving situations. The strategic incentive is easily understood through the utility function where the warm glow is positive for a donation (joy of giving) and negative for not giving (guilt). For an agent who would suffer a disutility of giving at their desired level because the marginal utility of private expenditure exceeds the marginal utility of warm-glow giving, they should prefer to give nothing Because giving nothing may be associated with guilt, the utility of will be negative. Therefore, for a rational agent who cannot justify giving, , can maximize their utility through avoiding a giving situation, effectively dropping the warm glow argument from their utility functions. Thus, suggests avoidance of giving opportunities is a preferred strategy for individuals who experience guilt as a negative warm glow. Economic models assign a cost of effort to avoidance, and predict that people will incur such effort whenever where is the utility of not giving, is the cost of avoidance, and is the utility of giving to a solicitor, conditional upon not avoiding. Through this lens, avoidance can be viewed as an economic commitment device, where a person commits to avoiding a situation (being asked to give) in which they are likely to surrender to temptation (giving). Central to this avoidance