Evidence for two facets of pride in consumption: Findings from luxury brands
By Brent McFerran, Karl Aquino, Jessica L. Tracy. 2014
197 citations recorded by the source corpus.
Abstract This paper documents the multifaceted nature of pride in consumer behavior. Drawing on recent psychological research on pride, we provide evidence for two separate facets of pride in consumption. In a series of studies, we propose a model wherein luxury brand consumption and pride are systematically interrelated. Whereas authentic (but not hubristic) pride leads to a heightened desire for luxury brands, hubristic (but not authentic) pride is the outcome of these purchases, and is the form of pride signaled to observers by these purchases. Further, we show that these effects are generally exacerbated for those low in narcissism. These findings shed new light on why consumers purchase luxury brands, highlighting a paradox: these purchases may be sought out of heightened feelings of accomplishment (and not arrogance), but they instead signal arrogance to others (rather than accomplishment).
Subfields: Clinical Psychology, Marketing, Social Psychology
View Paper: https://www.semanticscholar.org/paper/d609cff0bd8612613b70fd3e685affe14562bb8c
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In Social Psychology
Citations in the corpus
- I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership (2015, unknown): “…(Griskevicius, Shiota, and Nowlis, 2010), the consumption of goods in social rituals (Sredl, 2010), the consumption and perception of luxury products (McFerran, Aquino, and Tracy, 2014), and salespersons’ motivations and organizational citizenship behaviors (Verbeke, Belschak, and Bagozzi, 2004).”
- Brand addiction in the contexts of luxury and fast-fashion brands (2020, background): “This suggests a paradox of luxury brands consumption: while heightened authentic pride drives purchases of luxury brands, consumers feel heightened hubristic pride following consumption of luxury brands (McFerran et al. 2014).”