The Influence Of Pride On Consumer Status Consumption Research

Pride is a very important self-conscious emotions and have different functions. This study use pride as core variable to explore the influence between pride and different consumer status consumption.Participants in this paper research are Chinese college students. This paper is divided into two main studies. In studyl, we use questionnaire survey to test the effect of pride states on status consumption of consumers. The result suggests that different dimensions of pride have different impact on status consumption of consumers. The effect of hubristic pride to the attitude and behavioral intention of luxury consumption is positive. However, the effect of authentic pride to the attitude and behavioral intention of luxury consumption is not significant. Second, the effect of authentic pride to the attitude and behavioral intention of taste consumption is positive. However, the effect of hubristic pride to the attitude and behavioral intention of taste consumption is not significant. In study2, we use the experiments to test the effect of trait forms of pride on status consumption of consumers. The experiments are divided into three groups:authentic pride group, hubristic pride group and control group. Study results are consistent with study1. In study3, we explore the mediating effect of cultural capital and economic capital.The innovation of this study is as follows:(1) This study divides pride into two dimensions early in marketing field, and to verify the effects of two different dimensions on different consumer status consumption.(2) not only verify the pride as a personality variable to the influence of different consumption status, and control through the experiment, from the angles of state and trait of pride, but also verify the proud moments of state of the influence of different status consumption.(3) to introduce cultural capital and economic capital in the model.