Proud volunteers: the role of self- and vicarious-pride in promoting volunteering
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Proud volunteers: the role of self- and vicarious-pride in promoting volunteering Felix Septianto 1
& Billy
Sung 2 & Yuri Seo 1 & Nursafwah Tugiman 3
Published online: 20 November 2018 # Springer Science+Business Media, LLC, part of Springer Nature 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 Bmatch-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 nonprofit 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
1 Introduction Volunteering is a prosocial activity in which an individual gives time freely to benefit another person, group, or cause (Wilson 2000). A quarter of the US population volunteer annually, leading to significant prosocial benefits with an estimated market value of $US184 billion (Corporation for National Community Service 2017). However, the consistent downward trend in volunteering over the past few years (Joseph 2017; Kiersz 2016) highlights the importance of investigating novel and effective ways to promote volunteering.
* Felix Septianto [email protected]
1
University of Auckland, 12 Grafton Road, Auckland 1010, New Zealand
2
Curtin University, Kent Street, Bentley, WA 6102, Australia
3
Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
502
Marketing Letters (2018) 29:501–519
Our research investigates how individuals can be persuaded to engage in volunteering behaviors by examining the role of emotion, mindset, and message framing effects. In this endeavor, we adopt an evolutionary perspective (Griskevicius and Kenrick 2013; Saad 2013), arguing that volunteering is linked to our ancestral adaptive need—or fundamental motives—for affiliative collaboration (Trivers 1971) and status competition (Hardy and Van Vugt 2006). We choose to link volunteering with fundamental ancestral motives because many scholars have theorized that prosocial behaviors, such as volunteering, have an evolutionary origin (Barclay and Van Vugt 2015; De Waal 2008; Wilson 2000). Further, we conceive that distinct fundamental motives can be triggered by certain emotions that elicit motive-specific mindsets and behavioral responses. Informed by these theoretical tenets, we seek to establish empirically that experiencing the emotion of self-pride activates a competitive mindset and increases the persuasiveness of promotion focus-framed messages in promoting volunteering behavior
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