The Influence of Prior Altruistic Behavior and Self-Efficacy Beliefs on Subsequent Helping

Abstract

This paper extends the previous literature concerning altruistic behavior by focusing on the effect of prior altruistic behavior by addressing the question of whether prior altruistic behaviors have different impacts on subsequent helping opportunities among consumers with different levels of self-efficacy beliefs. Previous research consistently indicates that individuals with strong self-efficacy tend to help others and initiate altruistic behaviors more than those with weak self-efficacy. We suggest that imagining doing a virtuous deed will have a stronger effect in individuals with weak self-efficacy in changing their behavioral tendency. Based on two theoretical accounts, goal theory and self-efficacy, engagement in a prior virtuous act will increase subsequent helping intention more among consumers with weak self-efficacy beliefs. Across two experiments, research findings demonstrate that consumers behavioral tendency, which differed based on their self-efficacy beliefs, can be changed by the existence of prior engagement. After committing a good deed, consumers with weak self-efficacy beliefs become more altruistic in the subsequent situation such that they helped out others in need more than without prior helping imagination. Self-efficacy beliefs explain different behavioral tendencies in altruistic behavior and moderate the effect of prior virtuous behavior on subsequent helping.