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

Anthony Salerno, Juliano Laran and Chris Janiszewski

Journal of Consumer Research, 2015, vol. 42, issue 3, 499-514

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.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:42:y:2015:i:3:p:499-514.

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