Indulging and Proud of It: Emotional Responses to Reason-Based Indulgent Consumption

We propose that consumers may feel pride (a positive self-conscious emotion) after indulging. Across three studies, we find that high self-control consumers experience pride when they have a reason to indulge, which in turn explains their post-consumption satisfaction and willingness to use the product.



Citation:

Francine Espinoza, Heather M. Johnson, and Yuliya Komarova (2011) ,"Indulging and Proud of It: Emotional Responses to Reason-Based Indulgent Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 502-503.

Authors

Francine Espinoza, European School of Management and Technology, Germany
Heather M. Johnson, University of Maryland, USA
Yuliya Komarova, Fordham University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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