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.
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.
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
NA - Advances in Consumer Research Volume 46 | 2018
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