16-B: Consumer Benevolence and Risk Taking: Is Altruism Perilous?
Our research examines the relationship between consumer benevolence and risk taking. We find across three 3 studies that at both trait and situational levels, benevolence is related to increased risk taking. Specifically, we find that behaving benevolently results in decreased risk perception and subsequently increased risk taking.
Sudipta Mukherjee, Sam Bond, and Mario Pandelaere (2017) ,"16-B: Consumer Benevolence and Risk Taking: Is Altruism Perilous?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.
Sudipta Mukherjee, Virginia Tech, USA
Sam Bond, Georgia Tech, USA
Mario Pandelaere, Virginia Tech, USA
NA - Advances in Consumer Research Volume 45 | 2017
Trading Crypto Currency: The Ideological Shaping of Consumer Financial Decision Making
Burcak Ertimur, Fairleigh Dickinson University
Ela Veresiu, York University, Canada
Markus Giesler, York University, Canada
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
F7. Mere Packaging and Consumer Choice
Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA