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Pride and Regulatory Behavior: The Influence of Appraisal Information and Self-Regulatory Goals

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  • Anthony Salerno
  • Juliano Laran
  • Chris Janiszewski

Abstract

Prior research has demonstrated that while people experience pride after an accomplishment, its experience can both encourage and discourage subsequent regulatory behavior. The current research shows that this seemingly contradictory influence can be accounted for by considering the information about the event that generated the pride (i.e., appraisal information) and whether or not a self-regulatory goal is active. In the absence of a self-regulatory goal, appraisal information concerning the locus of control (e.g., "I contributed to this achievement; it was not luck") can be used to make positive inferences about one’s self-concept that reinforce further self-regulation. In the presence of a self-regulatory goal, appraisal information concerning personal agency (e.g., "This was my achievement, not someone else’s achievement") can be used to make positive inferences about one’s progress toward self-regulation that, in turn, licenses indulgence. Thus appraisal information and the presence of self-regulatory goals is critical to how a self-conscious emotion like pride influences subsequent behavior. Implications and potential extensions in the areas of self-conscious emotions, goals, and self-regulation are discussed.

Suggested Citation

  • Anthony Salerno & Juliano Laran & Chris Janiszewski, 2015. "Pride and Regulatory Behavior: The Influence of Appraisal Information and Self-Regulatory Goals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(3), pages 499-514.
  • Handle: RePEc:oup:jconrs:v:42:y:2015:i:3:p:499-514.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucv037
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    Cited by:

    1. Chris Janiszewski & Aparna A. Labroo & Derek D. Rucker, 2016. "A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 200-209.
    2. Araceli Galiano Coronil, 2022. "Behavior as an approach to identifying target groups from a social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 265-287, June.
    3. Manika, Danae & Antonetti, Paolo & Papagiannidis, Savvas & Guo, Xiaojing, 2021. "How Pride Triggered by Pro-environmental Technology Adoption Spills Over into Conservation Behaviours: A Social Business Application," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    4. Baek, Tae Hyun & Yoon, Sukki, 2022. "Pride and gratitude: Egoistic versus altruistic appeals in social media advertising," Journal of Business Research, Elsevier, vol. 142(C), pages 499-511.

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