Prosocial Behaviors Following Mortality Salience: The Role of Global-Local Identity

TL;DR

This study shows that thinking about death can increase prosocial intentions, but only for people who identify more with the global community than their local one.

Contribution

The paper introduces the role of global–local identity in mediating the effects of mortality salience on prosocial behavior.

Findings

Mortality salience increased prosocial intentions for individuals with a global identity.

No effect of mortality salience was found for individuals with a local identity.

Perceived social connectedness explained the interaction between identity and prosocial intentions.

Abstract

This research examines how reminders of mortality influence prosocial behavior through the lens of terror management theory. We propose that these effects depend on individuals’ global–local identity—the degree to which they identify with the broader world versus a local community. In two experimental studies, participants were exposed to mortality salience manipulations and then reported their intentions to engage in prosocial behaviors. The results consistently showed that mortality salience increased prosocial intentions for individuals with a global identity but not for those with a local identity. This interaction was explained by differences in perceived social connectedness. Together, these findings highlight the role of global–local identity in shaping prosocial responses to mortality reminders, offering theoretical insights into terror management processes and practical implications for fostering prosociality in diverse social contexts.

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