Consumer Pride Scale

What it measures

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.

Representative items

• I feel proud of myself for making this purchase. (Authentic)
• I feel accomplished because of this choice. (Authentic)
• This purchase says something positive about me as a person. (Authentic)
• I feel superior to others because of what I own. (Hubristic)
• This purchase makes me feel better than other consumers. (Hubristic)

Citation

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.