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
Share Proceeding
Featured papers
See MoreFeatured
E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption
Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA
Featured
Psychological Reactions to Human Versus Robotic Job Replacement
Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Featured
Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination
Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA