Authentic vs. Hubristic Proud Consumers: Two Forms of Status Orientation Underlying New Luxury Consumption

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.