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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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