Marketing Letters

, Volume 29, Issue 4, pp 501–519 | Cite as

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

  • Felix SeptiantoEmail author
  • Billy Sung
  • Yuri Seo
  • Nursafwah Tugiman


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.


Pride Vicarious Volunteering Mindset 


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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.University of AucklandAucklandNew Zealand
  2. 2.Curtin UniversityBentleyAustralia
  3. 3.Universiti Utara MalaysiaUUM SintokMalaysia

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