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Abstract
Incorporating motivation for two forms of social status—prestige and dominance, this research examines the influence of authentic and hubristic pride on consumers’ preferences and purchases of new luxury products. Consumers with high authentic pride are found to seek prestige status, while those with high hubristic pride are inclined to achieve dominance status. Moreover, consumers with high authentic pride hold more positive attitudes and stronger purchase intention toward expertise-positioned luxury products. Consumers’ motivation for prestige status mediates the relationship between authentic pride and their preferences and purchase intention toward such products. However, we did not find reliable patterns for the impact of hubristic pride on consumers’ preferences and purchase intention toward aristocracy-positioned products. Overall, findings in this research enrich the theoretical framework of new luxury consumption by incorporating two-faceted pride with motivation for two forms of social status. These findings should make implications by enlightening marketing practitioners of incorporating consumers’ pride traits/states and status orientation to tailor positioning strategies for luxuries.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 Roncha and Matteo, “Underpinning Strategies to Luxury Brands,” 7–21; Vigneron and Johnson, “Measuring Perceptions of Brand Luxury,” 484–506.
2 Silverstein and Fiske, “Luxury for the Masses,” 48–59.
3 Kapferer and Bastien, “The Specificity of Luxury Management,” 311–322.
4 See note 2 above.
5 Nueno and Quelch, “The Mass Marketing of Luxury,” 61–68; Tynan et al. “Co-Creating Value for Luxury Brands,” 1156–1163; Vickers and Renand, “The Marketing of Luxury Goods,” 459–478.
6 Nueno and Quelch, “The Mass Marketing of Luxury,” 61–68; Mandel et al. “Images of Success and Preference,” 57–69.
7 Tracy and Robins, “The Psychological Structure of Pride,” 506–525; Weiner, “Attributional Theory of Emotion,” 548–573.
8 Tracy and Robins, “The Psychological Structure of Pride,” 506–525.
9 Tracy and Robins, “The Psychological Structure of Pride,” 506–525; Tracy and Robins, “Death of a (Narcissistic) Salesman,” 57–62.
10 Henrich and Gil-White, “The Evolution of Prestige,” 165–196.
11 Cheng, “Dominance, Prestige and Equality,” 238–244; Cheng et al. “Two Ways to the Top,” 103–125; Cheng and Tracy, “Toward a Unified Science of Hierarchy,” 3–27.
12 Bolló et al. “Pride and Social Status,” 1–18; Cheng et al. “Pride and Social Status,” 334–347; Liu et al. “Implicit Association,” 424–442.
13 McFerran et al. “Evidence for Two Facets of Pride,” 455–471.
14 Bain and Company. “From Surging Recovery to Elegant Advance: The Evolving Future of Luxury.” Bain and Company. Accessed December 20, 2021. https://www.bain.com/insights/from-surging-recovery-to-elegant-advance-the-evolving-future-of-luxury/
15 Henrich and Gil-White, “The Evolution of Prestige,” 165–196; Cheng et al. “Two Ways to the Top,” 103–125; Maner and Case, “Dominance and Prestige,” 129–180.
16 Brand et al. “Cultural Evolution of Emotional Expression,” e11; de Waal Andrews et al. “When Status is Grabbed,” 445–464.
17 Nelissen and Meijers, “Social Benefits of Luxury Brands,” 343–355.
18 Han et al. “Signaling Status with Luxury Goods,” 15–30; Mandel et al. “Images of Success and Preference,” 57–69; Truong et al. “Status and Conspicuousness,” 189–203; Vigneron and Johnson, “Prestige-Seeking Consumer Behavior,” 1–15.
19 Hagtvedt and Patrick, “The Broad Embrace of Luxury,” 608–618; Lageat et al. “Engineering Hedonic and Luxury,” 97–109; Wiedmann et al. “Value‐Based Segmentation of Luxury Consumption Behavior,” 625–651.
20 Tracy and Robins, “Putting the Self into Self-Conscious Emotions,” 103–125; Tracy and Robins, “The Psychological Structure of Pride,” 506–525.
21 Ho et al. “Authentic and Hubristic Pride,” 1147–1156.
22 Carver et al. “Authentic and Hubristic Pride,” 698–703; Ho et al. “Authentic and Hubristic Pride,” 1147–1156.
23 Cheng et al. “Pride and Social Status,” 334–347.
24 Witkower et al. “How Affect Shapes Status,” 18–22.
25 See note 13 above.
26 Ibid., 461.
27 Kapferer and Bastien, “The Specificity of Luxury Management,” 311–322; McCracken, “Culture and Consumer Behaviour,” 3–11.
28 Dubois and Czellar, Prestige Brands or Luxury Brands.
29 Kapferer, “Managing Luxury Brands,” 253.
30 Kapferer, The New Strategic Brand Management, 96.
31 Ahn et al. “Influence of the Bar Position,” 1484–1490.
32 Choi and Liu, “Optimal Advertisement Budget,” 95–107; Freire, “Luxury Advertising and Identitary Values,” 2666–2675.
33 See note 8 above.
34 See note 23 above.
35 See note 8 above.
36 Raskin and Terry, “Narcissistic Personality Inventory,” 890–902.
37 Hayes, “Mediation, Moderation, and Conditional Process Analysis,” 20.
38 Spiller et al. “Spotlights, Floodlights, and the Magic Number Zero,” 277–288.
39 See note 37 above.
40 Ibid.
41 Ashton-James and Tracy, “Pride and Prejudice,” 466–476; Kalokerinos et al. “Don’t Grin When You Win,” 180–186; Lange and Crusius, “The Tango of Two Deadly Sins,” 453–472; Schall et al. “Smiling on the Inside,” 559–571.
42 Maner and Case, “Dominance and Prestige,” 129–180.
43 Oyserman, “The Essentialized Self,” 336–343.
44 Cheng et al. “Pride and Social Status,” 334–347; Witkower et al. “How Affect Shapes Status,” 18–22.
45 Paul, “Masstige Model for Brand Management,” 299–312.
46 Eng and Bogaert, “Psychological and Cultural Insights,” 55–75; Loureiro et al. “Engaging Fashion Consumers,” 310–312.
47 Pino et al. “Brand Prominence and Social Status,” 163–172.
48 Loureiro et al. “Engaging Fashion Consumers,” 310–312.
Additional information
Funding
Notes on contributors
B. Shi
The authors of this manuscript are Bing Shi (Email: [email protected]; Ph.D., Temple University), an associate professor in Department of Psychology at Sun Yat-sen University, and Jiaming Shi (Email: [email protected]), Zidan Zheng (Email: [email protected]), Yanqing Zhong (Email: [email protected]), graduate students in Department of Psychology at Sun Yat-sen University.
Bing Shi and Jiaming Shi equally contribute to the research. Correspondence concerning this article should be addressed to Bing Shi, e-mail address: [email protected]. The complete postal address is: Department of Psychology, Sun Yat-sen University, No. 132 Wai Huan Dong Lu, Guangzhou 510006, Guangdong China.
J. M. Shi
The authors of this manuscript are Bing Shi (Email: [email protected]; Ph.D., Temple University), an associate professor in Department of Psychology at Sun Yat-sen University, and Jiaming Shi (Email: [email protected]), Zidan Zheng (Email: [email protected]), Yanqing Zhong (Email: [email protected]), graduate students in Department of Psychology at Sun Yat-sen University.
Bing Shi and Jiaming Shi equally contribute to the research. Correspondence concerning this article should be addressed to Bing Shi, e-mail address: [email protected]. The complete postal address is: Department of Psychology, Sun Yat-sen University, No. 132 Wai Huan Dong Lu, Guangzhou 510006, Guangdong China.
Z. D. Zheng
The authors of this manuscript are Bing Shi (Email: [email protected]; Ph.D., Temple University), an associate professor in Department of Psychology at Sun Yat-sen University, and Jiaming Shi (Email: [email protected]), Zidan Zheng (Email: [email protected]), Yanqing Zhong (Email: [email protected]), graduate students in Department of Psychology at Sun Yat-sen University.
Bing Shi and Jiaming Shi equally contribute to the research. Correspondence concerning this article should be addressed to Bing Shi, e-mail address: [email protected]. The complete postal address is: Department of Psychology, Sun Yat-sen University, No. 132 Wai Huan Dong Lu, Guangzhou 510006, Guangdong China.
Y. Q. Zhong
The authors of this manuscript are Bing Shi (Email: [email protected]; Ph.D., Temple University), an associate professor in Department of Psychology at Sun Yat-sen University, and Jiaming Shi (Email: [email protected]), Zidan Zheng (Email: [email protected]), Yanqing Zhong (Email: [email protected]), graduate students in Department of Psychology at Sun Yat-sen University.
Bing Shi and Jiaming Shi equally contribute to the research. Correspondence concerning this article should be addressed to Bing Shi, e-mail address: [email protected]. The complete postal address is: Department of Psychology, Sun Yat-sen University, No. 132 Wai Huan Dong Lu, Guangzhou 510006, Guangdong China.