We are in this together! The role of common fate in prosocial behavior

Purpose The purpose of this research is to understand what drives the positive link between common fate and prosocial behavior, i.e., why do individuals who perceive themselves as being in the same boat as others exhibit prosocial behavior. Design/methodology/approach Drawing on the social-identity theory, this paper proposes a model linking consumers’ perceptions of common fate to their prosocial behavior. Three studies, a survey and two experiments, are conducted to test the model. In these studies, prosocial behavior is measured in four different ways. Common fate is measured (Study 1) and manipulated (Studies 2 and 3) in a variety of crises contexts. Findings Results of three studies lend support to our proposed model, which states that a common fate context triggers a global identity among consumers. As a result, consumers desire to be a resource for others through acting prosocially. In other words, this paper found a positive effect of common fate on prosocial behavior; this effect is serially mediated by (1) global identity and (2) the desire to be a resource for others. Research limitations/implications This research offers a mechanism that explains the positive link between common fate and prosocial behavior. It is the first to introduce the desire to be a resource for others construct. Practical implications Our research shows that for common fate to lead to prosocial behavior, the formation of a global identity and the existence of a desire to be a resource for others are necessary. Thus, in cases of crises, campaigns emphasizing global identity and educating people on simple ways they can be a resource for others can be instrumental in eliciting the much-needed prosocial behavior. Social implications This research offers insights on how to increase the desirable prosocial behavior. Triggering perceptions of common fate, not necessarily through a crisis situation, can lead to more prosocial behavior. The positive role played by global identity implies the need for governments and other institutions to continue investing in practices that bolster such identity. Originality/value Rather than describing what happened during crisis situations, such as during the COVID-19 pandemic, this research focuses on understanding the why, i.e., what led consumers to behave more prosocially. This research is the first to formally introduce the desire to be a resource for others construct.