IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/doi10.1086-677225.html
   My bibliography  Save this article

Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking

Author

Listed:
  • Xun (Irene) Huang
  • Ping Dong
  • Anirban Mukhopadhyay

Abstract

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.

Suggested Citation

  • Xun (Irene) Huang & Ping Dong & Anirban Mukhopadhyay, 2014. "Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 697-712.
    • Handle: RePEc:oup:jconrs:doi:10.1086/677225
    DOI: 10.1086/677225
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/677225
    Download Restriction: no
    File URL: http://dx.doi.org/10.1086/677225
    Download Restriction: no
    File URL: https://libkey.io/10.1086/677225?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xiaohua Zhao & Yuhuang Zheng & Fang Wan, 2020. "Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers," Asian Business & Management, Palgrave Macmillan, vol. 19(5), pages 560-581, November.
    2. Septianto, Felix & An, Jake & Chiew, Tung Moi & Paramita, Widya & Tanudharma, Istiharini, 2019. "The similar versus divergent effects of pride and happiness on the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 99(C), pages 12-22.
    3. Xiaohua Zhao & Yuhuang Zheng & Fang Wan, 0. "Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers," Asian Business & Management, Palgrave Macmillan, vol. 0, pages 1-22.
    4. Ping Dong & Chen-Bo Zhong & Darren DahlEditor & Jennifer ArgoAssociate Editor, 2017. "Retracted: Witnessing Moral Violations Increases Conformity in Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 778-793.
    5. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    6. Abosag, Ibrahim & Ramadan, Zahy B. & Baker, Tom & Jin, Zhongqi, 2020. "Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites," Journal of Business Research, Elsevier, vol. 117(C), pages 862-872.
    7. Rong Zhang & Jiatong Li & Zongsheng Huang & Bin Liu, 2019. "Return Strategies and Online Product Customization in a Dual-Channel Supply Chain," Sustainability, MDPI, vol. 11(12), pages 1-17, June.
    8. Xu (Vivian) Zheng & Xiaoling Li & Xingyao Ren & Zhilin Yang, 2020. "Enhancing compliance among channel members by modeling reward events: matching motivation and ability with model selection," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 331-349, March.
    9. Huang, Xun (Irene) & Dong, Ping & Labroo, Aparna A., 2018. "Feeling disconnected from others: The effects of ambient darkness on hedonic choice," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 144-153.
    10. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.
    11. Subarna Nandy & Neena Sondhi & Himanshu Joshi, 2024. "Toward a measure of brand pride: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 430-448, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:doi:10.1086/677225. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.