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Public relations practitioners worldwide are attempting to enhance the overall organization–stakeholder relationships by applying strategic communication techniques and skills to corporate social responsibility (CSR) management and communications. In this light, drawing on the prosocial motivation literature, this paper aims to investigate consumers’ implicit and explicit motivations for prosocial behavior, and how these two motivations interact to affect consumers’ willingness to contribute to CSR activities. Second, through the lens of sensemaking theory, this study evaluates the influence of successful prosocial behavior engagement on consumers’ perceptions of both self and companies’ prosocial identities, CSR authenticity and company evaluations.

This study adopts a dictator game experiment with 2 × 2 factorial design to gauge consumers’ prosocial behavioral response toward companies’ CSR communication with implicit and explicit motivations and to examine its effect on company evaluation.

In all, the results of this study suggest that implicit motivation, i.e. self-affirmation intervention, in CSR communication will cause consumers to donate more money to CSR programs; whereas explicit motivation does not exert an effect on consumers’ prosocial behavior. In addition, such donation will trigger consumers’ prosocial sensemaking process and lead to strong identification with the company, positive attitudes and behavioral intentions toward the company.

This study aims to build a consumer- and social cause-oriented CSR communication model, which maximizes the impact of CSR investments on consumer relationship building, business bottom line and social causes.

Brief loving-kindness meditation (LKM) is introduced here as a valid social marketing intervention. LKM positively influences prosocial cognitions and affects. However, it remains unclear whether brief meditation interventions can influence prosocial behavior. This study aims to provide evidence of the effects of short LKM on prosocial behavior.

This study reports the results of three experiments examining the effects of brief LKM on donations to unknown others. The results are then integrated with the results of seven other studies testing the effects of brief LKM on prosocial behavior using a meta-analysis (n = 683).

LKM increased love more than the control group (focused breathing) in the three experiments; however, its effects on donations were mixed. The meta-analysis shows that LKM has a small-to-medium significant effect compared to active control groups (d = 0.303); moreover, age and type of prosocial measure used moderate the effects.

Results suggest that LKM can nurture prosocial emotions such as love and lead young individuals to donate. However, these emotions may not be sufficient to lead adult meditators to share their resources with unknown others. This study presents the first meta-analysis of brief LKM and provides insights into the use of meditation in social marketing programs.

Recent research suggests that prosocial organizations are likely to have more prosocial employees, and that this match plays a significant role in organization contracting practices and productivity – for example, in government. Evidence suggests that selection plays a role: prosocial employees are more likely to join prosocial organizations. In this paper, we ask whether prosocial behavior increases with tenure in prosocial organizations. Using a unique sample of nearly 300 mid-career Indonesian public officials, we find that subjects with longer tenure in the public sector exhibit greater prosocial behavior.

Drawing from organizational learning theory, social exchange theory and positive psychology approach, this study aims to examine the relationship between commitment to learning and prosocial silence, as well as the mediating role of perceived organizational support (POS) in this relationship.

The authors used path analysis to examine the relationships between research variables. Data were collected from 275 employees of private sector companies in Turkey through an online survey platform. To test the proposed hypotheses, the authors conducted regression and mediation analyses using the bootstrapping method.

The results indicate that the organization’s commitment to learning positively and significantly impacts employee prosocial silence, and POS partially mediates this relationship.

Managers who aim to promote other-oriented and helping behavior in the organization should understand how prosocial silence can be golden. They should cultivate and model a learning mindset by focusing on strengths instead of weaknesses, reward experimentation and provide employees with timely feedback allowing them to think and reflect on their failures.

Although the dominant position of previous studies endorses the detrimental sides of organizational silence, less research has focused on employees’ prosocial silence behavior and the underlying mechanisms that may explain employees’ tendency to remain silent with helpful intent, a gap this research attempts to fill.

In the modern increasingly competitive milieu of cause marketing activities, both profit and nonprofit organizations expect their advocation of prosocial programs to gain the support of target customers. Previous research shows the effect from adding participant's personal attributes or social influence factors. This study considers the effects of benefit incentives and cost/reward influences to enhance prosocial behaviors.

Three between-subject experiments were conducted and SPSS Statistics ANOVA was employed to analyze the experimental results.

Rewarding time delays and prosocial efforts have no significant impact on the relationship between other-benefit incentives and willingness to engage in prosocial behaviors, but do significantly impact the self-benefit incentives condition. However, the negative effect of self-benefit condition can be mitigated by high rewards.

Since prosocial campaigns proposed by organizations in this study include both profit and nonprofit organizations, perhaps two category organization types should be attentively classified to evaluate the effects.

Under social marketing campaigns with self-benefit incentives conditions, the empirical findings of this study show that profit and nonprofit organizations can provide higher reward values to mitigate the adverse effects of high participating costs.

Social marketing campaigns with other-benefit incentives are less affected by high participating costs and highlight the value of altruism.

This study provides valuable suggestions for both profit and nonprofit organizations to use self-benefit/other-benefit incentives under cost related factors influence to encourage customers' prosocial behaviors.

The purpose of this paper is to examine the role of prosocial and intrinsic motivation and their interaction in predicting employees’ organizational citizenship behaviour (OCB) and its dimensions.

In total, 884 employees from Lithuanian public sector were surveyed. The hypotheses were tested using hierarchical regression and moderation analyses.

The results revealed that prosocial and intrinsic motivations predicted OCB and its dimensions. Moreover, intrinsic motivation was found to moderate the relationship between prosocial motivation and OCB and four of its dimensions, i.e. intrinsic motivation strengthened the relationship between prosocial motivation and OCB and its dimensions of altruism, courtesy, conscientiousness, and initiative.

The correlational design of the study does not allow making causal statements. In addition, the sample consisted of public sector employees only; therefore, caution should be made when applying the results to private sector employees. Finally, since all measures were self-reported, the data may suffer from common method bias.

This study contributes to investigation of motivational antecedents of OCB by revealing the importance of prosocial and intrinsic motivation in predicting employees’ citizenship behaviour.

This research aims to utilize Social Identity Theory to examine the role of identification on two forms of extra‐role behaviors, namely, organizational citizenship behaviors (OCB) and prosocial behaviors.

This study examined college students' reports of their identification with the university, organizational citizenship behaviors, and prosocial behaviors.

Results indicate that individuals who are highly identified with their organization are more likely to perform OCB, whereas individuals who are highly identified with their community are more likely to participate in prosocial behaviors. In addition, the relationship between organizational identification and prosocial behavior was found to be fully mediated by community identification.

The authors suggest that scholars take care when operationalizing OCB with actual behaviors that surpass task performance; these should differ from attitudes and common courtesy. Limitations include having constructs measured by the same source which can lead to common method variance.

Organizational identification may be an important factor when determining which individual will be willing to go the extra mile for the organization. Organizations may want to recruit, hire, and retain individuals who will identify with the organization as these individuals are more likely to go above and beyond task performance.

This study examined these two forms of extra‐role behavior simultaneously in order to better understand these behaviors as they occur.

This article seeks to understand the role of prosocial behaviour and moral obligation in family business to explain the indirect relationship between family business orientation and citizenship behaviour.

This study proposes a model to examine the role of moral obligation and prosocial behaviour in such a relationship to understand a link between family orientation and organisational citizenship behaviour. The authors provide empirical evidence to test the hypothesis by conducting an online survey of family business behaviour in the Indonesia context.

The family business orientation has a significant impact on citizenship behaviour, while prosocial behaviour and moral obligation offer an additional contribution. The results suggest that family business performance demonstrates how a family that owns the business sets the social purposes from various performance alternatives beyond profit, such as family orientation, prosocial behaviour, moral obligation and organisational citizenship behaviour.

This study extends the agency and stewardship theory by examining how family business performance becomes different from other firm performance where the mainstream of economic theory argues that the business attempts to maximise profit for the stakeholders. The findings suggest that incorporating the theory of social practice in family business enhances the concept of prosocial behaviour in family business value.

Drawing on the stimulus–organism–response framework, this study examined the environmental stimuli driving tourists' internal, or organismic, states. In addition, the authors investigated the association of the identified organismic variables with the response variables during the COVID-19 pandemic. Specifically, the study examined how the associations between tourists' anticipation of recovery and the national government's smart governance, on one hand, and tourists' desire to travel domestically, their attitude toward domestic travel and their willingness to exhibit prosocial behaviors, on the other, further drive the satisfaction they derive from domestic travel.

The authors used an online questionnaire to collect self-report, single-wave data from individuals residing in India, an emerging market (N = 421).

The findings demonstrate (1) the association of anticipated recovery on the desire to travel and prosocial behavior; (2) the association of smart governance on attitude (although negative); (3) the association of desire, attitude and prosocial behavior on satisfaction; and (4) the lack of any moderation effect for perceived severity.

This study is the first empirical study to investigate the impact of tourists' perceptions and dispositions and the efficacy of the national government on tourists' desire to travel domestically and on their satisfaction with domestic travel. The findings can help emerging market multinationals and global brands engage better with domestic consumers in emerging markets within the context of the current pandemic. In addition, the findings can help to prepare these players to handle future disruptions caused by global health contingencies.

Though prosocial attributes are linked to positive outcomes among justice-involved adolescents and are a mainstay of numerous interventions, few measures have been specifically designed to evaluate prosocial functioning within this population. Although multiple instruments measuring aspects of prosocial behavior exist, these instruments were not designed to measure prosocial behaviors among youth in juvenile justice settings. This study aims to provide a preliminary validation of a new measure of prosocial attributes (the Prosocial Status Inventory – PSI), which was designed to comprehensively evaluate in greater depth the prosocial functioning of urban, justice-involved youth.

Youth (n = 51) were recruited as part of a larger study and were participants in a community-based mentoring program in a large, urban county in the Southern USA. Youth completed the PSI at baseline prior to their participation in the community-based mentoring program. The authors obtained follow-up data on recidivism from the county juvenile justice department.

PSI scores were positively related to a lower rate of recidivism and a decrease in offending frequency over a 12-month follow-up period.

The current findings complement previous work, suggesting that prosocial attributes are measurable and related to important outcomes among justice-involved youth and support the utility of strengths-based treatment approaches. Moreover, it provides preliminary evidence of the utility of a new self-report measure to assess these traits within a juvenile justice population.