You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

• Published in: European journal of marketing Vol. 55; no. 8; pp. 2101 - 2121
• Main Authors: Ahn, Hee-Kyung, Kim, Seung-Hwa, Ke, Wen Ying
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 02.09.2021; Emerald Group Publishing Limited
• Subjects: Behavior; Between-subjects design; Consumer behavior; Consumers; Consumption; Decision making; Emotions; Luxuries; Preferences; Self evaluation; Authentic pride; Visibility of consumption; Pride; Private consumption; Attention-grabbing products; Hubristic pride; Public consumption

Purpose This study examines the impact of incidental pride on consumer preference for attention-grabbing products. This effect is mediated by the desire to gain attention. This study also shows that the effect of incidental pride is qualified by visibility of consumption. Design/methodology/approach...