Pleasure-Based Prosocial Motivation Scale

What it measures

Measures the anticipation of pleasure and positive affect derived from helping and benefitting others. Developed by Gebauer et al. (2008) to distinguish intrinsically-regulated, autonomous prosocial motivation (pleasure-based) from extrinsically-regulated, controlled prosocial motivation (pressure-based). Aligned with promotion-focused ideal representations. Shown by Thu et al. to be a necessary condition for sustainability marketing commitment among CMOs.

Representative items

• Supporting other people makes me very happy.
• I have a great feeling of happiness when I have acted unselfishly.
• When I was able to help other people, I always felt good afterwards.
• Helping people who are not doing well raises my own mood.

Citation

Thu, N.N.Q., Kadirov, D., Fam, K-S., & Tho, N.D. (2023). Firms' sustainability marketing commitment: The roles of chief marketing officers' future focus and prosocial motivation. Journal of Macromarketing, 43(3), 306–321.