Guo, Wenxia; Huynh, Cam-loi; Bhatnagar, Namita; Sharma, Gopi - In: International review on public and non-profit marketing 8 (2011) 2, pp. 131-148
The existing literature has identified that empathic concern for another person who is in need can induce helping behaviour. However, as people may experience more than one feeling in a given helping situation, it is possible that other feelings (e.g., pride or guilt) may also elicit helping...
