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This research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by activating local versus global cognitive appraisal tendencies. Furthermore, this research also examines how lay theories impact the effects of pride on construal levels and how power moderates the effect of hubristic versus authentic pride on product preferences varying in construal levels.

Drawing on cognitive appraisal and construal level theories, this research conducts eight experimental studies to test the hypotheses with an ANOVA, bootstrap analysis and binary logistic regression analysis. The details of the experiments are presented in the paper.

The results show that people feeling authentic (hubristic) pride dominantly adopt a lower (higher) level of construal, and consequently put more weight on feasibility over desirability (desirability over feasibility) attributes. Authentic pride’s inclination to appeal behavior-specific appraisals triggers local appraisal tendencies and bestows lower construal levels, whereas hubristic pride’s inclination to connect the entire self triggers global appraisal tendencies and confers higher construal levels. Incremental (vs entity) theorists are likely to attribute the pride experience to their efforts (traits), and thus feel authentic (hubristic) pride. Furthermore, the product preferences of people experiencing authentic vs hubristic pride depend on their power state.

Notwithstanding the importance of this research, it is worthwhile to note some of its limitations to encourage future research. First, eight studies in the lab were conducted, but no real behavior study was conducted. Although there is a high correlation between the results of lab studies and those of real behavior studies, the authors encourage future researches to elicit the consumers’ pride in the actual consumption situation using a real behavior study. Furthermore, this research mainly focuses on pride, and does not examine other positive emotions, e.g. happiness. Therefore, the authors encourage future research to examine other positive emotions.

The findings suggest that it is appropriate to use construal levels to match consumers’ pride types. In fact, marketers can induce hubristic pride or authentic pride in ads by simply using words or sentences (“feeling proud because of your hard work” or “feeling proud, you are so superior and remarkably unique”), and present either higher- or lower-level construal of desired behaviors to improve advertising effects.

The research contributes to literature by documenting how hubristic/authentic pride can affect distinct construal levels via activating global/local appraisal tendencies. And this research thoroughly illustrates the mechanism by which hubristic/authentic pride activates global versus local appraisal tendencies. More importantly, this research finds how lay theories affect construal level given a pride experience and it also corroborates the moderating effects of power in the proposed relationship, which establish the boundary conditions of the effects of prides on construal levels.

Purpose – Extensive research in the area of consumer behavior has documented the “Country of Origin Effect,” which identifies country of origin as an important decision variable in evaluating products and services. Past research has mostly assumed that country of origin effect is driven by the performance of the products originating in that country. However, consumers can also form opinions about countries based on exposure to information that is unrelated to the product and may have roots in macro factors such as history, culture, and politics. These emotions, while extraneous to the product, can also influence product evaluations along with performance-related country information.Design/methodology/approach – This review examines research addressing both performance and emotional perceptions related to country of origin.Findings – This review presents an integrating framework termed “Nation Equity” to systematically understand and examine the influence of various dimensions of country of origin on consumer decision making.

With the rise of social media, online tipping has developed markedly in recent years. Drawing on emotional accounting, this research examined the effects of pride-tagged money (PTM) and surprise-tagged money (STM) on online tipping. It examined the mediating role of self-inflation and the moderating role of the perceived importance of money in the proposed relationship.

Five experimental studies were conducted to test the hypotheses using ANOVA, SmartPLS3 and bootstrap analyses.

The results reveal that pride-tagged (vs surprise-tagged) money leads to higher self-inflation, which leads to an increased willingness to engage in online tipping. It illustrates that when the perceived importance of money is low, PTM results in a higher willingness to engage in online tipping than STM. However, when the perceived importance of money is high, the effect of PTM (vs STM) on the willingness to conduct online tipping is attenuated, and no significant difference exists in the willingness to engage in online tipping between people with PTM and those with STM. In addition, it shows that PTM (vs STM) leads to a higher amount of online tipping, and self-inflation mediates the proposed relationship.

Practically, web-based marketing managers should design programs (e.g. content that encourages users to feel pride in their achievements) that cause users to emotionally tag their money with pride as a means of increasing their willingness to engage in online tipping and to increase the amount of such tipping.

To the best of the authors’ knowledge, this study provides the first evidence of how different sources of money influence online tipping.

The purpose of this paper is to examine how a crisis affects public attitudes toward stigmatized service workers (SSWs) who are blamed by the media for the event.

Hypotheses grounded in two theories, crisis communication and empathic concern, are tested using two experimental design studies of 180 and 107 adult respondents.

The effects of both empathy (positive) and anger (negative) on attitudes toward the SSWs involved in crisis are mediated by controllability of attribution of crisis. Empathic concern mitigates negative public attitudes toward stigmatized workers and appears to remove the effect of anger but only when the crisis severity is not too high. In a severe crisis both empathy and anger are important predictors of public response.

Boundary conditions in terms of severity, nature and victim of crisis and media framing need to be investigated.

Proactive crisis management practice is required by professional associations of SSW. Eliciting empathy and paying attention to prior crisis history and professional reputation offers scope to quell public anger and desire for punishment.

The attrition rates of socially stigmatized workers following crisis events have profound social and financial costs to society. This study sets a foundation for substantive managerial change in crisis response, and how the perception of socially stigmatized workers, is managed.

This study is the first to examine the voracity of two theories which provide informed but different insights to public response to service workers in crisis.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Organizational behavior scholars have long recognized the importance of a variety of emotion-related phenomena in everyday work life. Indeed, after three decades, the span of research on emotions in the workplace encompasses a wide variety of affective variables such as emotional climate, emotional labor, emotion regulation, positive and negative affect, empathy, and more recently, specific emotions. Emotions operate in complex ways across multiple levels of analysis (i.e., within-person, between-person, interpersonal, group, and organizational) to exert influence on work behavior and outcomes, but their linkages to human resource management (HRM) policies and practices have not always been explicit or well understood. This chapter offers a review and integration of the bourgeoning research on discrete positive and negative emotions, offering insights about why these emotions are relevant to HRM policies and practices. We review some of the dominant theories that have emerged out of functionalist perspectives on emotions, connecting these to a strategic HRM framework. We then define and describe four discrete positive and negative emotions (fear, pride, guilt, and interest) highlighting how they relate to five HRM practices: (1) selection, (2) training/learning, (3) performance management, (4) incentives/rewards, and (5) employee voice. Following this, we discuss the emotion perception and regulation implications of these and other discrete emotions for leaders and HRM managers. We conclude with some challenges associated with understanding discrete emotions in organizations as well as some opportunities and future directions for improving our appreciation and understanding of the role of discrete emotional experiences in HRM.

This paper aims to explore how negative emotions lead to differential relationships with informal learning. Informal learning is posited to serve as a coping mechanism and positively influence performance.

This paper provides a conceptual, process-based framework to explain the relationship between informal learning and stressful emotions of anger and anxiety.

The proposed framework in this paper suggests that informal learning in conjunction with emotion regulation can help neutralize negative emotions and promote improved cognitive functioning, better social functioning and higher task performance. From a practical perspective, the provided framework should help managers and organizational leaders better understand the emergence of negative emotion and how to constructively channel employee well-being from them.

Much of the informal learning literature has investigated dispositional and situational influences, without regard to the role that discrete emotions play in influencing cognitive, behavioral and motivational learning processes. This paper addresses this gap through a theoretical framework that explains the relationship between negative emotions and informal learning.