E12. Green Versus Premium Choice and Feelings of Pride

We showed that choosing a green product over a premium option increases (vs. decreases) authentic (vs. hubristic) pride perceptions. These same effects are found when participants need to justify their choice in public. When participants are aware that their decision is private, the choice does not differently impact pride facets.



Citation:

Cecilia Souto Maior, Danielle Mantovani, and Rafael Demczuk (2018) ,"E12. Green Versus Premium Choice and Feelings of Pride", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 919-919.

Authors

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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