Grateful Compliance Or Proud Defiance? the Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-Drinking Messages

Across four studies, this research explores the potential of positive emotions in promoting responsible drinking behavior and its moderators and mediators. It demonstrates that gratitude (vs. pride) is more effective in increasing the willingness to comply with anti-drinking message because gratitude reduces psychological reactance in response to an anti-drinking message.



Citation:

Felix Septianto and Nitika Garg (2018) ,"Grateful Compliance Or Proud Defiance? the Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-Drinking Messages", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 32-33.

Authors

Felix Septianto, University of Auckland, New Zealand
Nitika Garg, University of New South Wales, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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