Compassionate Love, Agape, And Altruism: A New Framework For Understanding And Supporting Impoverished Consumers  

Oleh:

Hill, Ronald Paul

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 22 no. 1 (Apr. 2002), page 19-31.
Fulltext: 19.pdf (149.24KB)

Isi artikel

This article advances the premise that other-centered love is a resource that may improve the lives of impoverished consumers. It opens with a brief description of compassionate love, agape, and altruism and their potential relationship to helping behaviors. Data description and analysis are next, followed by ethnographic evidence that support the loveas-resource perspective. This support is distilled into five interrelated themes: loss/lack of familial/friendship love, lack of other-centered love or disdain, reactions to the loss/lack of love, expressions of other-centered love, and consumption adequacy. The article closes with implications for othercentered love as a paradigm to further the consumption adequacy of the poor on a global basis.

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