United States – The Journal of Consumer Research shows that pride influences food consumption and spending domains. According to the team of researchers, taking pride in an achievement can increase self-indulgence.
To analyse the effect of pride on consumer behaviour, researchers asked students to write a short story about a proud moment. Afterwards students were offered a choice between two gift certificates: one could be used for a practical gift and one could be used for a more indulging gift. Students who had a high sense of achievement (while writing about a proud moment) were more likely to choose the indulging gift certificate. An additional study showed that businessman who were proud of an achievement, were more likely to choose an unhealthy lunch, such as French fries, over a salad. Professor Kramer of the University of South Carolina concludes that pride can promote a sense of achievement as well as a sense of self-awareness. While self-awareness stimulates self-control, pride in an achievement stimulates pampering.
Wilcox, K., Kramer, T., & Sen, S. (2011). Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice Journal of Consumer Research, 38 (1), 151-163 DOI: 10.1086/657606