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Proud volunteers: the role of self- and vicarious-pride in promoting volunteering

Felix Septianto (), Billy Sung, Yuri Seo and Nursafwah Tugiman
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Felix Septianto: University of Auckland
Billy Sung: Curtin University
Yuri Seo: University of Auckland
Nursafwah Tugiman: Universiti Utara Malaysia

Marketing Letters, 2018, vol. 29, issue 4, 501-519

Abstract: 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 (search for similar items in EconPapers)
Date: 2018
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