Negative Returns on Positive Emotions

The Influence of Pride and Self-Regulatory Goals on Repurchase Decisions

Dados Bibliográficos

ID2215919
AutoresMaria J Louro, M J S Louro (Tilburg University), Rik Pieters (Tilburg University), Marcel Zeelenberg (0000-0002-7100-4223, Tilburg University)
Ano2005
Volume31
Fascículo4
Páginas833-840
Data de publicação2005-03-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/426619
OpenAlexW1968771127
IdiomaEN
Citações recebidas15
Referências citadas14

Contrary to the common assumption that positive emotions generally lead to favorable behavioral intentions, feelings of pride can decrease consumers' repurchase intentions. Results from three experimental studies demonstrate that the impact of pride on repurchase intentions is contingent on consumers' self-regulatory goals but that this is so only among consumers with high levels of pride. Specifically, consumers with high prevention pride are less likely to repurchase than those with high promotion pride, whereas no difference arises between consumers with low promotion pride and those with low prevention pride. These effects generalize across situational and chronic differences in self-regulatory goals and are accompanied by differences in consumers' information requirements

Business · Feeling · Political science · Pride · Promotion (chess) · Situational ethics · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Marketing · Psychology · Psychology of Social Influence · Social Psychology