11-G: Pride and Donation Behaviors

By using the donation amount of real money, results indicate that participants experiencing authentic pride placed a more lenient bar to them while requiring others a stricter moral bar. The results become insignificant to participants when experiencing hubristic pride.


Sungjun (Steven) Park and Yong J. Hyun (2017) ,"11-G: Pride and Donation Behaviors", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.


Sungjun (Steven) Park, Korea Advanced Institute of Science and Technology (KAIST), South Korea
Yong J. Hyun, Korea Advanced Institute of Science and Technology (KAIST), South Korea


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More


Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More


The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.