Proud Volunteers: The Role of Self- and Vicarious-Pride in Promoting Volunteering
Marketing Letters, 29(4), 501-519. doi:10.1007/s11002-018-9472-7
The University of Auckland Business School Research Paper Series
Posted: 10 Dec 2021
Date Written: 2018
Abstract
This research examines the role of self- and vicarious-pride in eliciting divergent mindsets and behaviors toward volunteering. We propose that the congruent matching of self-pride (vicarious-pride) emotions with promotion (prevention) focus-framed messages increases the effectiveness of promoting volunteering behaviors. The positive “match-up” effects arise because self-pride elicits a competitive mindset, whereas vicarious-pride elicits a collaborative mindset toward volunteering. We test our predictions across three experimental studies using behavioral measures in different non-profit organizational settings. The findings contribute to research on the role of pride in prosocial consumer behavior by providing empirical evidence that self-pride and vicarious-pride lead to different mindsets and behavioral outcomes.
Keywords: Pride, Vicarious, Volunteering, Mindset
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