The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on Charitable Behavior

Renaud Lunardo, Kedge Business School, France
Valery Bezençon, Université de Neuchâtel, Switzerland
Consumer research has left unexamined the conceptualization and the potential effects of pity on charitable behavior. This paper proposes a conceptualization of pity whereby this ambivalent emotion is seen as composed of an altruistic and a cynical dimensions. Propositions regarding the effects of each dimension are presented.
[ to cite ]:
Renaud Lunardo and Valery Bezençon (2015) ,"The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on Charitable Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 624-625.