How and When Positive Actions by Agents Influence Action Tendencies in Observers: Benefits Mediate the Gratitude to Morality Link Under Dyadic Morality

The theory of dyadic morality (TDM) is a comprehensive framework for addressing moral behaviour but to date has focused on how perceptions of harm are regulated by norms to influence felt harm through disgust, as well as directly. The present study draws upon research on corporate social responsibility and the TDM to propose that moral behaviour also can be explained by perceptions of benefits. The effects of perceived positive actions on felt benefits are proposed to follow two paths: an indirect path where moral identity moderates the effects of perceived positive actions on gratitude and a direct path. Felt benefits are then hypothesised to influence action tendencies supporting moral behaviour. Hypotheses are tested in experimental studies, with random samples of adults obtained in three countries: Norway ( N = 162), Italy ( N = 156) and the United States ( N = 156). The findings suggest that felt vicarious gratitude by observers bolsters judged benefits provided by a corporate actor to its employees and results in positive action tendencies towards the actor. Gratitude felt in response to the good fortune of others functions to appreciate the positive in life and support an actor who benefits the public. By doing good, organisations not only help beneficiaries but seem to create cascading consequences that spill over to boost the well‐being of the public, who in turn respond with favour to the benefactor.