Kindness for Kindness: A Dual Appraisal of International Support in Response to COVID-19

Abstract

“A friend in need is a friend indeed” well elucidates international support amid the COVID-19 pandemic. Drawing on a dual-process model of emotional appraisal, this mixed-methods research aims to investigate positive psychological responses to international support. Study 1 is a multilevel investigation of the relationships between perceived support, gratitude evoked, and change in attitude toward the benefactor countries. The moderating role of motivational relevance—the province-level prevalence of COVID-19—is also examined. Study 2 uses text mining to analyze online reviews retrieved from a social media platform. The results substantiate aid-induced gratitude and reciprocity manifested through travel intentions and unravel additional factors of motivational relevance—timing, type of support, political and cultural connotations, and comparative appraisals. Study 3 employs an experimental design to validate the causal relationships and reinforces the dual-appraisal mechanism. Managerial implications are provided for destination marketers and industry practitioners to leverage positive psychology for post-pandemic promotion.