Empathy has been measured in several fields, such as psychology, marketing and sales force, which is why several scales have been developed. The contradictory effects of empathy on sales performance are partly attributed to the conceptualisation of empathy as a onedimensional, bi-dimensional or multi-dimensional construct. This research aims to contribute to this debate by drawing on a review of the cognitive neuroscience literature and the contributions of the biomarketing paradigm to explain the neurochemical and neuroanatomical processes of empathy. we will focus our attention on the study of the scale of empathy proposed by McBane (1995). This neurological corroboration leads us to consider that empathy is composed of both the affective and cognitive dimensions and that emotional contagion is not a third dimension of empathy, but constitutes the phylogenetic basis of affective empathy. These neurochemical and neuroanatomical corroborations fundamentally reconfirm the number of dimensions proposed by McBane (1995) and constitute a solid theoretical groundwork that paves the way for future empirical research.
Le paradigme Biomarketing a pour objectif de croiser les apports des neurosciences cognitive et sociale et du marketing en vue de comprendre en profondeur l’interaction vendeur-client. Toutefois, un débat se pose autour des similitudes et des différences entre deux de ses concepts à savoir la mentalisation et l’empathie. Une revue de littérature issue des neurosciences cognitives, le test de l’hypothèse et la discussion des résultats sur la base d’un échantillon (n= 627 vendeurs), nous ont permis de confirmer la distinction entre la mentalisation et l’empathie, leurs rôles considérables et la proposition des implications pour les managers.
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