TY - JOUR
T1 - Prosocial behavior reframed: How consumer mindsets shape dependency-oriented versus autonomy-oriented helping
T2 - How consumer mindsets shape dependency-oriented versus autonomy-oriented helping
AU - Anisman Razin, Moran
AU - Levontin, Liat
N1 - Publisher Copyright:
© 2019 the Association for Consumer Research. All rights reserved.
PY - 2020/1
Y1 - 2020/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85091236345&partnerID=8YFLogxK
U2 - 10.1086/706505
DO - 10.1086/706505
M3 - Article
AN - SCOPUS:85091236345
SN - 2378-1815
VL - 5
SP - 95
EP - 105
JO - Journal of the Association for Consumer Research
JF - Journal of the Association for Consumer Research
IS - 1
ER -