Comparative choices and emotions: Choosing the green option (not) always makes me feel pride

Informações

Código: EMA392
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 02 - Pesquisas Experimentais em Comportamento do Consumidor

Autores

Cecilia Souto Maior de Brito (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) cecilia.soutomaior@gmail.com
Danielle Mantovani (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) danielle@ufpr.br

Resumo

This study examined how consumers feelings of authentic and hubristic pride are impacted by chose a green (vs. premium) product in comparative decisions process. Results showed that green choice over a premium option positively (vs. negatively) impact authentic (vs. hubristic) pride (Studies 1 and 2). Study 3 investigates the role of choice justification. Results show that when participants were asked to justify the choice, the results replicate the ones of study 2. When participants are aware that their decision is private, the choice does not differently impact authentic or hubristic pride. The authors provide initial evidence that comparative decision for green choices are perceived as social approved, while premium choices are related to self-enhancement. Results contribute theoretically by showing that consumers’ choices impact on pride only occurs in comparative decision process, and if choice can be scrutinized. These understandings allow marketers to better manage evaluations of green and premium products.

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