8A the Role of Authentic and Hubristic Pride on Green Product Consumption
This research investigates the relationship between pride (authentic versus hubristic) and propensity for green product consumption. Two studies (chronic and primed) show that authentic (versus hubristic) pride consumers exhibited higher willingness to try green (versus regular) products. The implications of these findings are discussed.
Aysha Siddiqua, Ali Gohary, and Pingping Qiu (2019) ,"8A the Role of Authentic and Hubristic Pride on Green Product Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 991-991.
Aysha Siddiqua, Monash University, Australia
Ali Gohary, Monash University, Australia
Pingping Qiu, Monash University, Australia
NA - Advances in Consumer Research Volume 47 | 2019
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Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
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Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA