Does feeling holier than others predict good deeds? Self-construal, self-enhancement and helping behavior
Abstract
Purpose
The purpose of this paper is to examine the relationship between self-enhancement and helping behavior/intentions. Some people are more inclined than others to engage in helping behaviors. Determining what individual characteristics are related to helping behavior could have important implications for both marketers and non-profit organizations. Drawing on research on self-enhancement, this paper examines the relationship between the “above-average effect” (the tendency of individuals to rate themselves more favorably than they rate others) specifically on altruistic traits and helping behavior.
Design/methodology/approach
Data were collected through two surveys and analyzed with correlation analysis, path analysis and structural equation models.
Findings
In two studies, we find a positive relationship between interdependence and self-enhancement and a positive relationship between self-enhancement and helping behavior (volunteering in Study 1 and donation behavior in Study 2). We further show that self-enhancement mediates the effect of interdependence on helping. Personal importance of altruistic traits is shown to underlie these relationships.
Practical implications
By understanding the antecedents of helping behaviors, non-profit and charity organizations, social marketers and other advocates of pro-social behaviors can enhance the effectiveness of their appeals. Our findings provide insights for both messaging and targeting.
Originality/value
This study examines the relationship between self-enhancement and helping behavior. In so doing, it contributes to the self-enhancement literature by identifying the relationship between self-construal and self-enhancement. It also extends understanding of the relationship between these two constructs and helping behavior by revealing the mediating role of self-enhancement on helping behavior.
Keywords
Citation
Yong Seo, J. and L. Scammon, D. (2014), "Does feeling holier than others predict good deeds? Self-construal, self-enhancement and helping behavior", Journal of Consumer Marketing, Vol. 31 No. 6/7, pp. 441-451. https://doi.org/10.1108/JCM-06-2014-1029
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited