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

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