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

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