The Face of Need: Reactions to Victims’ Emotion Expressions

Advertisements for charities often display photographs of the people they help to evoke the kind of sympathy that engenders giving. This paper examines how the expression of emotion on a victim’s face affects both sympathy and giving. Building on theories of emotional contagion and empathy/sympathy we theorize and find (a) that people “catch” the emotions displayed on a victim’s face and (b) that they are particularly sympathetic and donate more when viewing sad expressions, relative to happy or neutral expressions.



Citation:

Deborah A. Small and Nicole M. Verrochi (2008) ,"The Face of Need: Reactions to Victims’ Emotion Expressions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 109-111.

Authors

Deborah A. Small, University of Pennsylvania
Nicole M. Verrochi, University of Pennsylvania



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, 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.