The current research investigates how authentic and hubristic pride influence licensing effects in the context of indulgent behaviors. Previous research examining the influence of pride on consumption behavior has generally found that pride leads to both indulgence and self-control. The current research suggests that the reason for the conflict within the previous research stems from the fact that pride is not a unitary construct. Rather, the two distinct types of pride - hubristic and authentic - have different consequences on indulgence. Consistent with prior literature, the results from the first two studies suggest that authentic pride leads to more licensing in indulgence than hubristic pride. We further demonstrate how cognitive resources moderate the effect of pride on indulgence. By manipulating pride in different ways, using different measures of indulgent choice, and different manipulations of cognitive resources, the last three studies confirm that authentic pride leads to more indulgence than hubristic pride, especially when cognitive resources are available. However, when cognitive resources are limited, hubristic pride leads to more indulgence than authentic pride. This research contributes to our basic understanding of the dynamics of pride on licensing effects.
| Identifer | oai:union.ndltd.org:uiowa.edu/oai:ir.uiowa.edu:etd-5913 |
| Date | 01 July 2015 |
| Creators | Jiao, Jinfeng |
| Contributors | Cole, Catherine A., Gaeth, Gary J. |
| Publisher | University of Iowa |
| Source Sets | University of Iowa |
| Language | English |
| Detected Language | English |
| Type | dissertation |
| Format | application/pdf |
| Source | Theses and Dissertations |
| Rights | Copyright 2015 Jinfeng Jiao |
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