Proud volunteers: the role of self- and vicarious-pride in promoting volunteering |
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Authors: | Felix Septianto Billy Sung Yuri Seo Nursafwah Tugiman |
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Affiliation: | 1.University of Auckland,Auckland,New Zealand;2.Curtin University,Bentley,Australia;3.Universiti Utara Malaysia,UUM Sintok,Malaysia |
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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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