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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 624-625.

Authors

Renaud Lunardo, Kedge Business School, France
Valery Bezençon, Université de Neuchâtel, Switzerland



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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