IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-706505.html
   My bibliography  Save this article

Prosocial Behavior Reframed: How Consumer Mindsets Shape Dependency-Oriented versus Autonomy-Oriented Helping

Author

Listed:
  • Moran Anisman-Razin
  • Liat Levontin

Abstract

Prosocial behaviors can be autonomy-oriented, providing recipients with the means to succeed in future situations but not supplying an immediate solution, or they can be dependency-oriented, providing an immediate solution but not supplying tools for future success. Thus far, consumer research on prosocial behavior has devoted little attention to this distinction. Distinguishing between autonomy- and dependency-oriented prosocial behaviors is important as we show that not all consumers are equally likely to engage in dependency-oriented prosocial behavior. Specifically, we show that growth mindset consumers, who believe that personality is malleable, are less likely to engage in dependency-oriented prosocial behavior compared with fixed mindset consumers, who believe that personality is relatively stable over time. We further show that this relation is mediated by consumers’ autonomous-help orientation, their beliefs about the efficacy of autonomy-oriented help. We propose that more research about dependency- versus autonomy-oriented prosocial behavior is warranted and discuss future research opportunities.

Suggested Citation

  • Moran Anisman-Razin & Liat Levontin, 2020. "Prosocial Behavior Reframed: How Consumer Mindsets Shape Dependency-Oriented versus Autonomy-Oriented Helping," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(1), pages 95-105.
  • Handle: RePEc:ucp:jacres:doi:10.1086/706505
    DOI: 10.1086/706505
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/706505
    Download Restriction: Access to the online full text or PDF requires a subscription.

    File URL: http://dx.doi.org/10.1086/706505
    Download Restriction: Access to the online full text or PDF requires a subscription.

    File URL: https://libkey.io/10.1086/706505?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Roy, Rajat & Naidoo, Vik, 2021. "The role of implicit lay belief, SEC attributes and temporal orientation in consumer decision making," Journal of Business Research, Elsevier, vol. 122(C), pages 411-422.
    2. Zeng, Tian & Botella-Carrubi, Dolores, 2023. "Improving societal benefit through transformative consumer research: A descriptive review," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/706505. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.