Evidence For Two Faces of Pride in Consumption: Findings From Luxury Brands

Brent McFerran, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Jessica Tracy, University of British Columbia, Canada
This paper shows that consumers experience two different facets of pride (authentic and hubristic) from consumption, but that these are activated differentially by luxury and non-luxury brand acquisition. Further, we examine how both momentary and chronic feelings of each pride facet can shape consumers’ desire to purchase different brands, and how inferences about these feelings in others can shape interpersonal judgments.
[ to cite ]:
Brent McFerran, Karl Aquino, and Jessica Tracy (2011) ,"Evidence For Two Faces of Pride in Consumption: Findings From Luxury Brands", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.