Consumer Pride: Emotion As a Social Phenomenon

Sociologists describe emotion as a key outcome of ritual, and consider pride the “master emotion,” that along with shame drives social interactions (Durkheim 1912, Cooley 1902). Pride remains at the sidelines of interpretive consumer research on rituals. Social psychologists note that pride emerges in social contexts, and that pride plays a central role in facilitating relationships and in maintaining social hierarchies (Leary 2007). Beyond using pride as an independent variable in experimental consumer research, not much is known about pride (Aaker and Williams 1998; Louro, Pieters, and Zeelenberg 2005; Mukhopadhyay and Johar 2007). This research introduces Interaction Ritual Chain (IRC), a theory for analyzing emotion as a social phenomenon, elicited in rituals, with outcomes for consumer practices (Collins 2004). Using IRC as an analytical perspective, it also develops a construct of consumer pride, based on interviews with over 50 informants and participation in Sunday family dinners in Zagreb, Croatia.


Katherine Sredl (2010) ,"Consumer Pride: Emotion As a Social Phenomenon", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 907-909 .


Katherine Sredl, University of Notre Dame, USA


NA - Advances in Consumer Research Volume 37 | 2010

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