Indulging and Proud of It: Positive Emotional Responses to Reason-Based Luxury 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 in luxury consumption, which in turn explains their post-consumption satisfaction and willingness to use the product.
Francine Espinoza, Heather M. Johnson, and Yuliya Komarova (2012) ,"Indulging and Proud of It: Positive Emotional Responses to Reason-Based Luxury Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 333-335.
Francine Espinoza, ESMT, Germany
Heather M. Johnson, University of Maryland, U.S.A.
Yuliya Komarova, Fordham University, U.S.A.
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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