Indulging and Proud of It: Emotional Responses to Reason-Based Indulgent Consumption

Francine Espinoza, European School of Management and Technology, Germany
Heather M. Johnson, University of Maryland, USA
Yuliya Komarova, Fordham University, USA
We propose that consumers may feel pride (a positive self-conscious emotion) after indulging. Across three studies, we find that high self-control consumers experience pride when they have a reason to indulge, which in turn explains their post-consumption satisfaction and willingness to use the product.
[ to cite ]:
Francine Espinoza, Heather M. Johnson, and Yuliya Komarova (2011) ,"Indulging and Proud of It: Emotional Responses to Reason-Based Indulgent Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 502-503.