Pressure-Based Prosocial Motivation Scale

What it measures

Measures the motivation to help others as a perceived duty or obligation, aligned with extrinsic, prevention-focused regulation. Developed by Gebauer et al. (2008) to distinguish pressure-based prosocial motivation (fulfilling a responsibility or conforming to a social norm) from pleasure-based prosocial motivation (anticipating pleasure from helping). Note: the original 4-item scale had one item eliminated (I feel obligated to perform selfless acts towards others) due to low factor loading in the Vietnamese CMO sample.

Representative items

• I feel indebted to stand up for other people.
• I regard it as my duty to act selflessly.
• I feel a strong duty to help other people in every situation where it is possible for me.

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.