Proud to Belong Or Proudly Different? Contrasting Effects of Incidental Pride on Conformity

Xun (Irene) Huang, Sun Yat-sen University, China
Ping Dong, University of Toronto, Canada
Anirban Mukhopadhyay , Hong Kong University of Science and Technology, Hong Kong, China
We show that pride can either increase or decrease conformity depending on lay theories of achievement (entity/incremental). Those who attribute achievement to personal traits (entity theorists) tend to feel hubristic pride, and are less likely to conform than those who attribute achievement to effort (incremental theorists), who feel authentic pride.
[ to cite ]:
Xun (Irene) Huang, Ping Dong, and Anirban Mukhopadhyay (2013) ,"Proud to Belong Or Proudly Different? Contrasting Effects of Incidental Pride on Conformity ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.