The Initiator Effect in Reciprocal Altruism: The Impact of Brand’s Role on Consumers’ Prosocial Behavior in Reciprocal Relations

doi:10.3724/SP.J.1041.2025.0315

Acta Psychologica Sinica ›› 2025, Vol. 57 ›› Issue (2): 315-330.doi: 10.3724/SP.J.1041.2025.0315

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The Initiator Effect in Reciprocal Altruism: The Impact of Brand’s Role on Consumers’ Prosocial Behavior in Reciprocal Relations

SUN Jin¹, YANG Jingshu²()

¹International School of Business, University of International Business and Economics, Beijing 100029, China
²School of Management, Zhejiang University of Finance & Economics, Hangzhou 310018, China

Published:2025-02-25 Online:2024-12-20
Contact: YANG Jingshu E-mail:jingshuy@zufe.edu.cn

Abstract

SUN Jin, YANG Jingshu. (2025). The Initiator Effect in Reciprocal Altruism: The Impact of Brand’s Role on Consumers’ Prosocial Behavior in Reciprocal Relations. Acta Psychologica Sinica, 57(2), 315-330.

Variables	Model 1				Model 2
Variables	β	SE	t	p	β	SE	t	p
Number of Comments
Constant		0.09	?1.61	0.109		0.11	?0.89	0.375
Reciprocal Role	0.11	0.11	1.98	0.048	0.01	0.14	0.14	0.891
Group Identity					?0.05	0.18	?0.63	0.531
Reciprocal Role × Group Identity					0.29	0.24	3.33	0.001
F	3.93^*				8.12^***
Adjusted R²	0.01				0.06
Number of Likes
Constant		0.09	?1.7	0.09		0.12	?1.23	0.22
Reciprocal Role	0.11	0.11	2.1	0.037	0.04	0.14	0.61	0.545
Group Identity					?0.02	0.18	?0.19	0.851
Reciprocal Role × Group Identity					0.23	0.24	2.62	0.009
F	4.4^*				6.54^***
Adjusted R²	0.01				0.05

Variables	Model 1				Model 2
Variables	β	SE	t	p	β	SE	t	p
Number of Comments
Constant		0.09	?1.61	0.109		0.11	?0.89	0.375
Reciprocal Role	0.11	0.11	1.98	0.048	0.01	0.14	0.14	0.891
Group Identity					?0.05	0.18	?0.63	0.531
Reciprocal Role × Group Identity					0.29	0.24	3.33	0.001
F	3.93^*				8.12^***
Adjusted R²	0.01				0.06
Number of Likes
Constant		0.09	?1.7	0.09		0.12	?1.23	0.22
Reciprocal Role	0.11	0.11	2.1	0.037	0.04	0.14	0.61	0.545
Group Identity					?0.02	0.18	?0.19	0.851
Reciprocal Role × Group Identity					0.23	0.24	2.62	0.009
F	4.4^*				6.54^***
Adjusted R²	0.01				0.05

[1]	Hecke T. V. (2012). Power study of ANOVA versus Kruskal-Wallis test. Journal of Statistics and Management Systems, 15(2-3), 241-247.
[2]	Mat Roni S., Djajadikerta H. G., Mat Roni S., & Djajadikerta H. G. (2021). Non-parametric tests. In S. Mat Roni, & H. G. Djajadikerta (Eds.), Data analysis with SPSS for survey-based Research (pp. 219-260), Springer.

The Initiator Effect in Reciprocal Altruism: The Impact of Brand’s Role on Consumers’ Prosocial Behavior in Reciprocal Relations

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