The relationship between exposure to prosocial media content and prosocial behavior has been extensively explored. However, previous studies mainly explore the effect of prosocial media content exposure by comparing an individual’s exposure to the different types of content, and generally focus on traditional media and video games, with less attention given to the increasingly popular new media platforms. In this study, we explored new dimensions by considering individuals’ exposure to different consequences of the same prosocial behavior in the context of (...) short videos. Drawing upon Social Cognitive Theory and the General Learning Model, this experimental study identified the effect of such exposure on subsequent prosocial behavior among adolescents. We found that compared to the no consequences group, exposure to the reward consequence did not significantly predict moral elevation and subsequent prosocial behavior. Meanwhile, exposure to the punishment consequence had a significantly negative effect on subsequent prosocial behavior via moral elevation. Furthermore, the results revealed that empathy moderated the relationship between moral elevation and prosocial behavior, and moral elevation only positively predicted prosocial behavior among those with low empathy. Theoretically, this study deepens our understanding of the impact of exposure to different consequences of prosocial behavior on adolescents’ subsequent prosocial behavior, and highlights the importance of moral elevation and empathy to understand the underlying mechanism. The study also provides some practical implications for parents and practitioners to nurture prosocial behavior among adolescents. (shrink)

ABSTRACT This study seeks exploration of how employees’ moral identity is related to voice behavior in the current organizational dynamics. By integrating the self-consistency theory with a situational strength perspective, a moderated mediation model was constructed to examine connections among moral identity, leader secure-base support, work engagement, and voice behavior. Surveys were collected at 2 time points, 1 month apart, from 206 full-time employees in various organizations and industries in Taiwan. Supporting results indicated that employees’ moral identity was positively related (...) to voice behavior. The mediating impact of work engagement as a motivational mechanism between moral identity and voice behavior was observed. Relative to when LSBS was low, the effect of moral identity on work engagement and the indirect effect of moral identity on voice behavior through work engagement were more substantial when LSBS was high. Academic and managerial implications were discussed. (shrink)

Drawing upon the General Learning Model, the present study developed a moderated mediation model to provide an in-depth understanding of whether and how adolescents’ reading prosocial content in books predicts their prosocial behavior. The target population in this study is Chinese adolescents, and we adopted a paper-based survey to collect data. The age range of the sample was from 12 to 19. Among all participants, 49.3% were female, and 50.7% were male. PROCESS SPSS Macro was used to analyze the proposed (...) moderated mediation model. The results showed that prosocial content reading was positively associated with adolescents’ prosocial behavior. The positive association included a direct relationship and an indirect relationship through the mediation of moral identity. Furthermore, this study revealed the moderation effect of age on the relationships among prosocial content reading, moral identity, and prosocial behavior. Specifically, as age increases, the effects of prosocial content reading on moral identity and prosocial behavior attenuate, and the mediation effect of moral identity also decreases. The study adds to the body of knowledge on the prosocial media effect by extending it to book reading. (shrink)

To mitigate the potentially devastating effects of the COVID-19 pandemic, it is vital to identify psychosocial and moral resources. The care, preservation, protection, and well-being of social communities are attributes of prosocial behavior that can be such a resource. The purpose of the study is to identify the features of prosocial orientation of Russian youth during the COVID-19 pandemic, as well as to identify strategies for prosocial behavior during the COVID-19 pandemic. The sample consisted of 447 people. The study was (...) conducted in May 2020 in the form of an online survey of subjects using Google Forms (“Moral Foundations Questionnaire method” and “Portrait Values Questionnaire”). The research made it possible to establish that Russians were dominated by norms of care, fairness, purity; values of benevolence-universalism, security, and self-direction. During the COVID-19 pandemic, the prosocial orientation of Russians may manifest itself in the following behavioral strategies: proactive prosocial strategy of “caring for others” (true altruism, expressed in forms of volunteering, helping a stranger, and charity despite the risk of contracting a coronavirus infection); egoistic strategy of prosocial behavior “self-care through caring for others” (volunteering based on self-development; helping a stranger to improve your own psychological well-being); conventional prosocial strategy “self-care” (self-isolation and preventive behavior). In the long run, it is necessary to identify personal and environmental resources that allowed people to effectively implement a prosocial self-isolation strategy during the COVID-19 pandemic, as well as various forms of volunteerism. (shrink)