Is Altruism Perilous? Consumer Benevolence and Risk Taking

Our research examines the relationship between consumer benevolence and risk taking. Based on theory of less deliberative processing and optimism bias, we hypothesize and find across three 3 studies that at both, trait and situational levels, benevolence is related to increased risk taking due to decreased risk perceptions.


Sudipta Mukherjee and Samuel Bond (2016) ,"Is Altruism Perilous? Consumer Benevolence and Risk Taking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 750-750.


Sudipta Mukherjee, Virginia Tech, USA
Samuel Bond, Georgia Tech, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Attenuating Endowment Effect with Venmo: Online Payment Systems Make it a Pleasure to Pay

Liang Huang, University of Arizona, USA
Jennifer Savary, University of Arizona, USA

Read More


F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More


Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.