Pride: A license to indulge and a cue for greater self -control

Title: Pride: A license to indulge and a cue for greater self -control
Identifier: d_2009_2013:f2deb68b494c:10254
identifier: 10289
Creator: Wilcox, Keith,
Contributor: Sankar Sen | Thomas Kramer
Date: 2009
Language: English
Publisher: City University of New York.
Subject: Marketing | Experimental psychology | Cognitive psychology | Emotions | Goals | Indulgence | Pride | Self-Control | Self Regulation
Abstract: Emotions play an important role in the pursuit of goals. Because previous research on emotions has focused primarily on the effect of happiness (versus sadness) on indulgent consumption, we know little about how other positive emotions, such as pride, affect behavior. This dissertation introduces a theoretical model to explain how the experience of pride affects the pursuit of long-term goals and consumers' preference for indulgent products that undermine such pursuits. In four studies, I demonstrate that when consumers are consciously monitoring their behavior, pride serves as a source of information that reduces their long-term goal pursuit and, in turn, increases their preference for indulgent products. When consumers are unable to monitor their behavior or when the experience of pride is discredited as a source of information, pride reduces their preference for indulgent alternatives by cuing the pursuit of long-term goals.
Type: dissertation
Source: 2009_2013.csv
degree: Ph.D.
Program: Business