Keywords
Self-Compassion, Prosocial Behavior, Self-Other Closeness, Agency in Relationship with God, God-Self Closeness, Retributive Justice
Abstract
Self-transformation and spirituality have not been extensively investigated in marketing research. However, these concepts are deeply impactful in an individual's life and are advocated by religious and spiritual traditions across the world. In Essay 1, I extend research on compassion, distance between self and other, and power by examining the effect of self-compassion on prosocial behavior. I test the effect of self-compassion on prosocial behavior mediated by the distance felt between self and other and moderated by felt power. Across five studies, I find that individuals in the self-compassionate and equal power mindset display higher prosocial behavior and lower empathy fatigue compared to the other conditions. In Essay 2, I examine the idea of agency in one's relationship with God which has not been investigated in business research although building one's relationship with God is the backbone of all major religious and spiritual traditions across the world and is seen to have widespread implications. Through five studies, I demonstrate that feelings of agency in one's relationship with God lead to a lower desire for retributive justice against an entity that has committed a transgression as compared to the no-agency condition. On the other hand, in line with earlier research, when one feels agency over material resources, one tends to have an increased desire for retributive justice against an entity that has committed a transgression compared to the no-agency condition. Across these essays, I examine the proposed conceptual models through mediation and moderation studies. Several theoretical and managerial implications are also discussed.
Completion Date
2024
Semester
Spring
Committee Chair
Luna, David
Degree
Doctor of Philosophy (Ph.D.)
College
College of Business
Department
Marketing
Degree Program
Business Administration; Marketing
Format
application/pdf
Identifier
DP0028380
URL
https://purls.library.ucf.edu/go/DP0028380
Language
English
Rights
In copyright
Release Date
May 2024
Length of Campus-only Access
None
Access Status
Doctoral Dissertation (Open Access)
Campus Location
Orlando (Main) Campus
STARS Citation
Nilangekar, Mrudul, "Self-Transformation and Spirituality in Marketing" (2024). Graduate Thesis and Dissertation 2023-2024. 211.
https://stars.library.ucf.edu/etd2023/211
Accessibility Status
Meets minimum standards for ETDs/HUTs