2014/03/26 by Brent McFerran, Karl Aquino, Jessica L. Tracy
Business, Management and Accounting · Psychology · #Consumer Behavior in Brand Consumption and Identification #Emotions and Moral Behavior #Personality Traits and Psychology
paper · doi:10.1016/j.jcps.2014.03.004
openalex publication_date 2014/03/26 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
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).