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20-11-2018 | Issue 4/2018

Marketing Letters 4/2018

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

Journal:
Marketing Letters > Issue 4/2018
Authors:
Felix Septianto, Billy Sung, Yuri Seo, Nursafwah Tugiman

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.

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