EconPapers    
Economics at your fingertips  
 

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

Felix Septianto (), Billy Sung, Yuri Seo and Nursafwah Tugiman
Additional contact information
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
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s11002-018-9472-7 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9472-7

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2019-04-07
Handle: RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9472-7