Abstract
Pride and Licensing Effects: When Being Good Gives Us Permission to Be A Little Bad
Advances in consumer research, Vol.42, pp.533-534
01/01/2014
Abstract
The current research investigates how authentic and hubristic pride influence licensing effects in indulgence. Previous research examining the influence of pride on indulgence has generally found that pride could lead to both indulgence and self-control. The current research suggests that the reason for the discrepancy within the previous research is that pride is not a unitary construct. Rather, the two distinct types of pride--hubristic and authentic--have different consequences on indulgence. Consistent with prior literature, the results from the first two studies suggest that authentic pride leads to more licensing in indulgence than hubristic pride. This research provides the evidence that two-faced nature of pride influence indulgence in different ways. Further, we show that authentic pride leads to more indulgence than hubristic pride especially when cognitive resources are available. Prior research has shown that authentic pride leads to more indulgence than hubristic pride or happiness. The past research, however, only examines this effect when consumers have ample cognitive resources.
Details
- Title: Subtitle
- Pride and Licensing Effects: When Being Good Gives Us Permission to Be A Little Bad
- Creators
- Jinfeng JiaoCathy ColeGary Gaeth
- Resource Type
- Abstract
- Publication Details
- Advances in consumer research, Vol.42, pp.533-534
- ISSN
- 0098-9258
- Publisher
- Association for Consumer Research
- Language
- English
- Date published
- 01/01/2014
- Academic Unit
- Marketing
- Record Identifier
- 9984963230302771
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