Pride and Dishonesty-Why Does Authentic Pride Lead to More Dishonesty?

Jinfeng (Jenny) Jiao, SUNY Binghamton, USA
Cathy Cole, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
This paper focuses on authentic pride and hubristic pride as antecedents to consumer dishonesty and has both theoretical and empirical implications. We further examine the moderating role of cognitive resources in influencing pride effects on dishonesty. We demonstrate that it is moral disengagement that mediates the found effect.
[ to cite ]:
Jinfeng (Jenny) Jiao, Cathy Cole, and Gary Gaeth (2016) ,"Pride and Dishonesty-Why Does Authentic Pride Lead to More Dishonesty? ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 739-739.