... financial compensation (i.e. monetary-only) if the customer is given a choice. Moreover, pride is higher for customers who choose prosocial compensation (i.e. donations) as part of a service recovery. These findings are contingent on the firm’s reputation, namely, its corporate social responsibility (CSR...

...Billy Sung; Felix Septianto; Michelle Stankovic; Chien Duong Purpose Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and behavioural responses towards the object of envy...

...-world marketing communication to evoke self- or other-pride. Findings Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing...

... decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self...

...Hee-Kyung Ahn; Seung-Hwa Kim; Wen Ying Ke 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...

...Felix Septianto; Nitika Garg Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process...

...Felix Septianto; Kaushalya Nallaperuma; Argho Bandyopadhyay; Rebecca Dolan Purpose Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase...

...Felix Septianto; Yuri Seo; Billy Sung; Fang Zhao Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages...

...Cong Liu; Nak Hwan Choi; Baoku Li Purpose This paper aims to examine the interesting but largely unexamined effects of pride-tagged money and surprise-tagged money on consumers’ spending and product-choosing behaviors. Design/methodology/approach The present research utilizes experimental...

... Regulatory focus Pride Advertising message Feedback on goal progress or goal attainment is a mundane experience in consumers’ lives. Consumers sometimes succeed in buying an expensive house but sometimes fail to pay their mortgage. They sometimes succeed in saving energy but sometimes fail...

.../approach – Based on reviewing the literature on moral decision making, moral emotion and self-construal, we test the hypotheses by two experimental studies. Findings – The results of two studies demonstrated that independents were more likely to judge counterfeits as morally wrong when pride rather...