Customer Pride - Buy It, Feel It, Tell It!
Pride is a cornerstone emotion regarding motivation and achievement. Thus, it may also be crucial for consumer behavior, particularly WOM-intentions and advocacy. Using a PLS-path analysis, this working paper provides insight into the construct of customer pride with the aim of advancing the connection between emotion psychology and consumer behavior.
Julia Römhild (2015) ,"Customer Pride - Buy It, Feel It, Tell It!", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 804-804.
Julia Römhild, Heinrich-Heine-University Düsseldorf, Germany
NA - Advances in Consumer Research Volume 43 | 2015
Handshaking Promotes Deal-Making By Signaling Cooperative Intent
Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna