What's in it for me? Self-serving versus other-oriented framing in messages advocating use of prosocial peer-to-peer services.

•Senders generally prioritized other-oriented motives.•Senders paid attention to the service in question when deciding how to motivate recipients to join it.•Recipients were more attracted to click on messages emphasizing self-serving benefits.•After recipients clicked the messages, effects of self versus other-framing messages depended on the nature of the service.