The Influence Of Two Facets Of Pride On Status-Related Consumption

Pride is a common self-conscious emotion with the function of behavior guidance and information transmission.In recent years,researchers have found that there are 2 facets of pride,authentic and hubristic.And the hubristic and authentic pride,respectively,may be part of the affective-motivational suite of psychological adaptations underpinning the status-obtaining strategies of dominance and prestige.For marketing,enterprises need to make strategies of different facets of pride according to different product positionings,so as to achieve better marketing results.Therefore,it is necessary to study the different role of the two facets of pride in consumption.For this purpose,this thesis explores the different effects of two facets of pride on status-related consumption,and also discusses the status connotation of them.This thesis takes Chinese students as subjects to conduct two studies.Study 1 uses experimental method,manipulates 2 facets of pride advertisings and 2 brand positioning according to different routes to attaining social status.This study compares consumers' brand attitude and purchase intention towards luxury brands with different positioning(professional vs.valued)under different pride(authentic pride vs.hubristic pride)advertising.Study 2 is a questionnaire survey which explores the relationship between the peer group core members' and individual's purchase intention of domestic products,and whether this relationship is regulated by individual pride trait.The results of study 1 shows that when the brand is positioned as a valued luxury,the use of hubristic pride advertising(compared with authentic pride advertising)can stimulate consumers' more positive brand attitude and stronger purchase intention.However,when the brand is positioned as a professional luxury,the use of authentic pride advertising(compared with hubristic pride advertising)can stimulate consumers' more positive brand attitude and stronger purchase intention.The results of study 2 shows that the peer group core members' purchase intention of domestic products significantly positively correlated with the peer group individual's purchase intention of domestic product.And when the individual's hubristic pride(but not authentic pride)trait gets strong,the correlation of domestic product purchase intention between the core members and the individuals weakens.This thesis reveals the role of the two facets of pride in the status-related consumption of luxury consumption and domestic consumption,which enriches the research of pride in the field of marketing and has positive theoretical and practical significance.This thesis is a marketing extension of the relationship between pride and social status in the field of psychology,it enriches research of the impact of pride on consumer behavior and the pride's social status connotation both.At the same time,this research can provide theoretical guidance for marketing strategy of domestic brands and the enterprises who use pride to promote brand or product.