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- Title
Evidence for Two Faces of Pride in Consumption: Findings From Luxury Brands.
- Authors
McFerran, Brent; Aquino, Karl; Tracy, Jessica
- Abstract
The article focuses on the study conducted to find the impact of pride on the purchase decision made by customers. Topics discussed are details of Greek and Biblical definition of pride which include authentic pride due to accomplishment and hubristic pride due to arrogance and egotistical conceptualization, motivation to consume luxury brands such as Rolex, Lexus, and Armani, which brings a heightened feeling for the consumer, and evidence of decisions made after people's inferences of other's pride experience.
- Subjects
PRIDE &; vanity; CONSUMER attitudes; ACHIEVED status; HYBRIS (The Greek word); EGO (Psychology); LUXURIES; CUSTOMER satisfaction; ROLEX SA; PURCHASING
- Publication
Advances in Consumer Research, 2011, Vol 38, p479
- ISSN
0098-9258
- Publication type
Article