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首页> 外文期刊>European journal of marketing >You have got items to show off your pride: the effects of pride on preference for attention-grabbing products
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You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

机译：你有物品炫耀你的骄傲：骄傲对关注产品的偏好的影响

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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 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 preference for attention-grabbing products and have a strong desire to gain attention from others. However, when consumption is perceived as private (vs public), preferences for attention-grabbing products weaken for those who experience hubristic pride. Research limitations/implications This research studies the effect of incidental pride on consumer preference. By examining dispositional pride effects, future research may expand these findings, which enrich the literature on emotion. Future research can identify the potential mechanism for the relationship between authentic pride and preference for attention-grabbing products in the context of private consumption. Practical implications Marketers and salespersons can guide and recommend products with attention-grabbing features to customers celebrating a friend's success in recognition of their innate ability. Second, marketers may encourage consumers to buy attention-grabbing products with targeted advertising or emotion-eliciting advertising (i.e., evoke a certain type of pride). Originality/value While prior studies focused on basic emotions, this research has investigated self-conscious emotions that are central to consumer behavior. This research contributes to the understanding of self-conscious emotions that affect consumers' behavioral responses in unrelated situations. Investigating the two facets of pride, the findings show the impact of pride on the preference for attention-grabbing products and reveals that visibility of consumption moderates the effect of pride.
机译：目的本研究审查了偶然骄傲对消费者偏好对关注产品的影响。这种效果是通过引起注意的渴望介导的。本研究还表明，偶然骄傲的效果是通过消费的可见性所资格的。该研究使用两项研究的设计/方法/方法，该研究审查了洪水统治和真正骄傲之间的关注产品的偏好偏差。调查结果历史骄傲（VS真实骄傲）的个人对引人注目的产品更加偏好，并强烈希望获得他人的注意力。然而，当消费被视为私人（VS PUBLIC）时，对于那些体验血管骄傲的人来说，关注产品的偏好削弱了。研究限制/含义本研究研究了偶然骄傲对消费者偏好的影响。通过审查具体骄傲效应，未来的研究可能会扩大这些发现，这丰富了情感的文献。未来的研究可以识别正宗骄傲与私人消费的关注产品之间关系的潜在机制。实际影响营销人员和销售人员可以指导和推荐用注意力抓住产品的产品，以庆祝朋友的成功，以确认他们的天生能力。其次，营销人员可能会鼓励消费者购买有针对性广告或情感广告的关注产品（即，唤起某种类型的骄傲）。原创性/价值在先前研究的同时专注于基本情绪，这项研究已经调查了对消费者行为的核心的自我意识情绪。这项研究有助于了解影响消费者行为反应的自我意识情绪。调查骄傲的两个方面，调查结果显示了骄傲对关注抓取产品的偏好的影响，并揭示了消费的可见性促进骄傲的效果。

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