The prosocial pandemic. COVID-19 reminders increase consumers’ prosocial behavior intentions
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Author (Corporation)
Publication date
2026
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Type
01A - Journal article
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Social Responsibility Journal
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Publisher / Publishing institution
Emerald
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Abstract
Purpose
Policies aiming to control the COVID-19 pandemic framed health guidelines as prosocial behav-iors. This research aims to explore whether contextual cues reminding of the COVID-19 pan-demic can activate prosocial goals unrelated to the pandemic. It is hypothesized that COVID-19 reminders, such as mask-wearing images, will increase prosocial behavioral intentions.
Design/methodology/approach
Five studies (N = 956) test the hypotheses. Study 1 tests whether consumers chronically con-cerned with the pandemic show higher prosocial intentions. Studies 2–5 test if COVID-19-related media cues increase prosocial intentions when compared with control conditions.
Findings
Consumers chronically concerned or exposed to pandemic-related cues showed higher proso-cial behavior intentions, were willing to donate more money and showed a higher preference to consume in smaller businesses. This tendency persisted after health policies ceased and was not explained by concerns with the pandemic or mortality salience, suggesting it may result from simple semantic associations between the COVID-19 pandemic and prosocial goals.
Research limitations/implications
Subtle contextual cues can be used to promote prosocial behaviors benefiting from previous associations between health policies and prosocial goals. Future research should further explore the mechanism underlying the reported effect and explore other associations between prosocial behaviors and contextual information.
Practical implications
Public health policies may be used for social marketing strategies and programs promoting pro-social behavior.
Social implications
Prosocial intentions may be primed by contextual reminders of crises that are strongly associat-ed to a need to act in a prosocial way, such as the COVID-19 pandemic.
Originality/value
This research provides new insights into the consequences of health policy programs focused on the promotion of prosocial behaviors. It also highlights how contextual cues associated with COVID-19 can prime socially responsible behaviors in different domains.
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ISBN
ISSN
1747-1117
1758-857X
1758-857X
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
peer-reviewed
Open access category
Hybrid
License
Citation
Niza Braga, J., Leitão, M., Jacinto, S., & Bilreiro Jacinto Braga, A. S. (2026). The prosocial pandemic. COVID-19 reminders increase consumers’ prosocial behavior intentions. Social Responsibility Journal. https://doi.org/10.1108/srj-07-2024-0440