8I I Am So Proud of You! the Effect of Vicarious Pride on Preferences For Self-Improvement Product

Our research examines how feeling pride from another person’s achievement – vicarious pride – affects consumer preferences. We find that vicarious pride increases the desire to be close to the person who achieved, ultimately leading to preferences for self-improvement product. This research investigates an underexamined form of response to another person’s achievement.



Citation:

Nari Yoon and H. Shanker Krishnan (2019) ,"8I I Am So Proud of You! the Effect of Vicarious Pride on Preferences For Self-Improvement Product", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1000-1000.

Authors

Nari Yoon, Indiana University, USA
H. Shanker Krishnan, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

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

Read More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.