Abstract
ABSTRACTWe examine in this study the contrasting effects (positive and negative) of hubristic pride about one's weight, after exposure to a weight control Web site, on consumers’ attitudes and self‐regulatory behavior. Using an experiment embedded in a survey, we offer in this study insights into the multifaceted consequences generated by pride, when elicited by technology‐based social marketing interventions. Greater feelings of hubristic pride about one's weight translate into positive attitudes toward the Web site information but reduce the perceived relevance of the information to the self. This reduced perceived relevance leads to poor perceptions of Web site interactivity with consequent negative effects on behavioral regulation. Thus, increasing feelings of pride can be a double‐edge sword. Hubristic pride directly affects technology‐based behavioral intentions, such as intentions to download a health‐related mobile application, but indirectly influences nontechnology‐oriented intentions to take health action through attitudes. Marketers should be cautious of the mixed attitudinal and behavioral effects of pride.
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