Pride: a License to Indulge Or a Cue For Greater Self-Control?

Keith Wilcox, Babson College, USA
Thomas Kramer, Baruch College, CUNY, USA
Sankar Sen, Baruch College, CUNY, USA
Emotions play an important role in the pursuit of goals. Because the existing research on emotions has focused primarily on the effect of happiness (versus sadness) on indulgent consumption, we still know little about how other positive emotions, such as pride, affect behavior. This paper examines how the experience of pride affects the pursuit of long-term goals. In two studies, we demonstrate that pride serves as a source of information that licenses indulgence. When individuals are unable to monitoring their behavior or the experience of pride is discredited, however, pride reduces preference for indulgent alternatives by cuing the pursuit of long-term goals.
[ to cite ]:
Keith Wilcox, Thomas Kramer, and Sankar Sen (2010) ,"Pride: a License to Indulge Or a Cue For Greater Self-Control?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 558-559 .