Proud to belong or proudly different? Lay theories determine contrasting effects of incidental pride on uniqueness seeking

• Autores: Xun (Irene) Huang, Ping Dong, Anirban Mukhopadhyay
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 41, Nº. 3, 2014, págs. 697-712
• Idioma: inglés
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• Resumen

  • This research examines how incidental pride may increase consumers� tendency to seek uniqueness, depending on how they attribute the pride-inducing experience. Specifically, people who attribute their felt pride to personal traits (i.e., hubristic pride) are more likely to prefer unique options in unrelated situations, compared to tho�se who attribute pride to effort (i.e., authentic pride). This effect is driven by a heightened need for uniqueness (studies 1�3). Importantly, consumers� lay theories of achievement determine these contrasting attributions: consumers who hold an entity (vs. incremental) theory tend to attribute their felt pride to their traits (vs. efforts), and this motivates them to seek uniqueness (studies 4�5). Consumers who feel proud due to effort, but believe the effort was special to themselves, seek similarly high levels of uniqueness as those who attribute pride to their traits�which demonstrates further evidence for our proposed process (study 6). Implications and possible extensions are discussed.