Measures two facets of pride that arise in consumer and brand-related contexts. Authentic pride (also called achievement-based pride) is triggered by specific accomplishments — finding a great deal, making a smart purchase, choosing a respected brand — and motivates prosocial approach behaviour including brand advocacy and sharing. Hubristic pride (also called arrogant pride) is triggered by dispositional superiority — feeling better than others because of one's consumer choices — and motivates status signalling and conspicuous consumption. Based on Tracy & Robins (2007) two-facet pride model, applied to consumer contexts. Pride is a key mediator between brand/product evaluation and word-of-mouth, ownership display, and public consumption behaviour.
Likert (1–7, strongly disagree to strongly agree)
Authentic Pride — pride from genuine achievement and effort (Likert 1–7, strongly disagree to strongly agree)
Hubristic Pride — pride linked to arrogance and feeling superior to others
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Two subscale scores. Authentic pride is positively associated with brand loyalty, WOM, and public display of ownership — it is the prosocial face of pride. Hubristic pride is associated with conspicuous consumption, status signalling, and luxury brand preference but also with lower interpersonal warmth and brand community participation. Tracy & Robins (2007) Psychological Science provides the two-facet framework applied here.
Verbeke, W., Belschak, F., & Bagozzi, R.P. (2004). The role of pride in salesperson conduct of person- and firm-directed citizenship behaviors. Journal of the Academy of Marketing Science, 32(2), 186–201.
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