The Prosocial Ambassador Effect: Adopting an Ambassador Role Increases Sustainable Behavior

Corinne M.K. Hassler, Martin Mende, Maura L. Scott, Lisa E. Bolton

Journal of Marketing · 2025 · Volume 89 · Issue 1

Abstract

This research introduces the prosocial ambassador effect as a novel means to elicit prosocial behavior. Consumers adopt a prosocial ambassador role when they personally commit to engage in a prosocial behavior and interpersonally promote (i.e., encourage another person to engage in) the prosocial behavior. Four experiments, including two studies in the field, investigate prosocial ambassadorship behaviors and their impact on the ambassadors’ subsequent prosocial behavior. Results reveal that the ambassador role activates a collective identity, which drives prosocial behavior. Findings also indicate that the ambassador effect endures over time. Furthermore, the ambassador effect replicates via product giveaways and communications (e.g., text messages). This research offers novel implications for marketers on the ambassador role's positive impact on prosociality, providing guidance to firms on how to leverage the ambassador effect in the marketplace.

Keywords

prosocial consumer ambassador, prosocial behavior, collective identity, sustainability

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