Hurting the Body...And the Soul: Physical Pain Can Mitigate Moral Pain

Niro Sivanathan, London Business School, UK
Chen-Bo Zhong, University of Toronto, Canada
Inflicting physical pain is often part of religious ceremonies. Based on recent social and neuropsychological advances, we propose that physical pain may compromise the experience of moral pain (e.g., pain of compassion). Indeed, we found that physical pain helped people make peace with their moral suffering, reducing compassionate behaviors.
[ to cite ]:
Niro Sivanathan and Chen-Bo Zhong (2011) ,"Hurting the Body...And the Soul: Physical Pain Can Mitigate Moral Pain", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 84.