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

Author

Listed:
  • Felix Septianto

    (University of Auckland)

  • Billy Sung

    (Curtin University)

  • Yuri Seo

    (University of Auckland)

  • Nursafwah Tugiman

    (Universiti Utara Malaysia)

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.

Suggested Citation

  • Felix Septianto & Billy Sung & Yuri Seo & Nursafwah Tugiman, 2018. "Proud volunteers: the role of self- and vicarious-pride in promoting volunteering," Marketing Letters, Springer, vol. 29(4), pages 501-519, December.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9472-7
    DOI: 10.1007/s11002-018-9472-7
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    References listed on IDEAS

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    Cited by:

    1. Septianto, Felix & Tjiptono, Fandy, 2019. "The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 189-198.
    2. Septianto, Felix & Tjiptono, Fandy & Kusumasondjaja, Sony, 2020. "Anger punishes, compassion forgives: How discrete emotions mitigate double standards in consumer ethical judgment," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    4. Paramita, Widya & Septianto, Felix & Tjiptono, Fandy, 2020. "The distinct effects of gratitude and pride on donation choice and amount," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    6. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Lucas, Benjamin & Francu, R. Elena & Goulding, James & Harvey, John & Nica-Avram, Georgiana & Perrat, Bertrand, 2021. "A Note on Data-driven Actor-differentiation and SDGs 2 and 12: Insights from a Food-sharing App," Research Policy, Elsevier, vol. 50(6).
    8. Chan, Eugene Y. & Septianto, Felix, 2022. "Disgust predicts charitable giving: The role of empathy," Journal of Business Research, Elsevier, vol. 142(C), pages 946-956.
    9. Sohier, Alice & Sohier, Romain & Chaney, Damien, 2023. "When volunteers are also consumers: Exploring volunteers’ co-consumption experience in leisure contexts," Journal of Business Research, Elsevier, vol. 156(C).
    10. Felix Septianto & Widya Paramita, 2021. "Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior," Marketing Letters, Springer, vol. 32(1), pages 91-110, March.
    11. Septianto, Felix & Kemper, Joya A. & Chiew, Tung Moi, 2020. "The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts," Journal of Business Research, Elsevier, vol. 110(C), pages 445-455.
    12. Felix Septianto & Joya A. Kemper & Fandy Tjiptono & Widya Paramita, 2021. "The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency," Journal of Business Ethics, Springer, vol. 174(2), pages 423-439, November.
    13. Septianto, Felix & Kemper, Joya A. & Choi, Jinyoung (Jane), 2020. "The power of beauty? The interactive effects of awe and online reviews on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    14. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.
    15. Septianto, Felix, 2020. "Do past scandals influence the present performance? The moderating role of consumer mindset," Journal of Business Research, Elsevier, vol. 106(C), pages 75-81.
    16. Marta Pizzetti & Diletta Acuti & Isabella Soscia & Michael Gibbert, 2024. "You designed that yourself for me? Vicarious pride in customized gift exchange," Post-Print hal-04637410, HAL.
    17. Kemper, Joya A. & Bai, Xue & Zhao, Fang & Chiew, Tung Moi & Septianto, Felix & Seo, Yuri, 2022. "Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement," Journal of Business Research, Elsevier, vol. 142(C), pages 875-885.
    18. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.

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