... Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Authentic pride Hubristic pride Emotion Cognitive resources Advertising Indulgence Marketing Decision-making Consumer behavior Cognition Information processing Buyer behaviour Pride, an emotional...

... of consumption. Design/methodology/approach Using two studies with between-subjects designs, this research examines the difference in preferences for attention-grabbing products between hubristic and authentic pride. Findings Individuals who experience hubristic pride (vs authentic pride) show greater...

... itself. This paper aims to study how a discrete positive emotion, such as authentic pride, can mitigate moral decoupling. Design/methodology/approach Using three experimental studies, this research investigates and tests the underlying mechanism driving authentic pride, its effects and its key...

... and local cognitive appraisal tendencies of positive self-conscious emotions. As emotions per se affect the activation of different construal levels (Labroo and Patrick, 2009 ; Pyone and Isen, 2011), this research examines how authentic pride versus hubristic pride can alter the construal levels...