Moderators of the Connection between Pro-social Behavior and Life Satisfaction

Abstract

The principal aim of this article is to explore the mechanism of association between informal helping behavior and life satisfaction among Russians. It especially focuses on the potential moderating role of the close relationship between the agent and the beneficiary, as well as the values and demographic characteristics of the agent. To test the main hypotheses, multiple regression analysis is applied to online survey data (N=732) with respondents sampled from a large consumer panel. As expected, a significant positive relationship was observed between the cognitive component of subjective well-being and the self-reported frequency of helping both close ones and strangers, with the association being more pronounced in the former case. At the same time, the effect of pro-social action towards relatives and friends appeared to vary depending on the value orientation and age of the respondent: in older people (51+), as well as those who attach greater importance to the equal treatment of all people (high score on Universalism), helping relatives is not as closely associated with subjective well-being. As far as the positive effect of helping strangers on life satisfaction is concerned, no significant moderation effects were detected, which indicates its relative universality. The potential implications for kindness interventions and volunteer recruitment as well as the prospects for future research are discussed in the conclusion.