Holistic understanding of individuals’ prosocial behaviors: A configurational approach

This study examined individuals’ prosocial behaviors by integrating two theories (STOPS: situational theory of problem solving and AAM: anger activism model). To explicate the causal relationship between individuals’ perceptual, cognitive, and emotional factors and prosocial behaviors adoption, this study used a fuzzy-set qualitative comparative analysis (fsQCA). With a survey (N = 312) of individuals who participated in certain types of prosocial behaviors between 2020 and 2021, this study found configurations of core antecedent factors leading to different types of prosocial behaviors. The findings from this study complement the limitations of each theory on its own and contribute to strategic communication practice for nonprofit organizations or other entities involved in encouraging prosocial behaviors.