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

See all articles by Felix Septianto

Felix Septianto

University of Queensland

Billy Sung

Curtin University

Yuri Seo

University of Auckland Business School

Nursafwah Tugiman

Universiti Utara Malaysia

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

Suggested Citation

Septianto, Felix and Sung, Billy and Seo, Yuri and Tugiman, Nursafwah, Proud Volunteers: The Role of Self- and Vicarious-Pride in Promoting Volunteering (2018). Marketing Letters, 29(4), 501-519. doi:10.1007/s11002-018-9472-7, The University of Auckland Business School Research Paper Series, Available at SSRN: https://ssrn.com/abstract=3978227

Felix Septianto (Contact Author)

University of Queensland ( email )

St Lucia
Brisbane, Queensland 4072
Australia

Billy Sung

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

Yuri Seo

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

Nursafwah Tugiman

Universiti Utara Malaysia

School of Business Management
College of Business
UUM Sintok, Kedah 06010
Malaysia

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