Evidence for Two Facets of Pride in Consumption : Findings From Luxury Brands

  title={Evidence for Two Facets of Pride in Consumption : Findings From Luxury Brands},
  author={Brent McFerran and Simon Fraser},
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… CONTINUE READING

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