Pride and Licensing Effects: When Being Good Gives Us Permission to Be a Little Bad

Jinfeng (Jenny) Jiao, University of Iowa, USA
Cathy Cole, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
Five experiments examine how authentic and hubristic pride affect indulgence. Although we manipulate pride in different ways and use different measures of indulgent choice, we find that authentic pride leads to more indulgence than hubristic pride. We also find that these effects are especially strong when cognitive resources are available.
[ to cite ]:
Jinfeng (Jenny) Jiao, Cathy Cole, and Gary Gaeth (2014) ,"Pride and Licensing Effects: When Being Good Gives Us Permission to Be a Little Bad ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 533-534.