Volunteerism in Times of Disasters: Applying the Social Identity Model of Collective Action

The John Gokongwei School of Management invites you to a Brown Bag Session on "Volunteerism in Times of Disasters: Applying the Social Identity Model of Collective Action."

Our presenter is Dr. Anna A. Mendiola, Assistant Professor of the Department of Marketing and Law. This paper is co-authored by Ma. Regina M. Hechanova, Homer J. Yabut, and Winnifred R. Louis.

This will be held on Wednesday, 15 March 2023 from 12:00 - 1:30 PM at the Cabochan Room, SOM 307 and online via Zoom.

Please register here: https://bit.ly/jgsombrownbag15mar2023

Brief Description of the Topic:

Research on disasters suggests that volunteers are invaluable assets that can help contribute to vulnerability reduction and emergency response. This study examined whether the Social Identity Model of Collective Action (SIMCA) can be used in predicting collective volunteerism in times of natural disasters. It confirmed that intentions to volunteer in collective disaster activities was influenced significantly by collective efficacy, social norms, and group-based emotion of anger. These three factors also significantly mediated the connection between social identity and intentions to volunteer. Among the various emotions of shame, guilt, sympathy, and anger, it was the latter that significantly predicted intentions to volunteer. The findings suggest that volunteerism behavior during disasters can be encouraged by making identity salient, by encouraging group efficacy and shaping group norms, and by harnessing emotions toward collective action.