- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Attribution of Goal Achievement to Efforts and Traits according to Pride Types and Lay Theory
Abstract
Purpose - The present study aimed to investigate the difference between entity theorists and incremental theorists in the extent of attributing efforts and traits of consumers for the realization of pursued goals. Furthermore, the present study was conducted to determine the difference depending on circumstances. In this regard, the circumstances where consumers felt pride were divided into those in which important goals and ordinary life goals were achieved. Research design, data, and methodology - An empirical study was performed, which was divided into group 1 and 2. Group 1 is the experimental group concerned with the important goal achievement, and group 2 is the control group related to daily ordinary goal achievement. 80 college students were assigned to each group, respectively. The empirical study for each of the two groups was performed respectively by means of questionnaire survey. In the experimental group, t-test was used to verify the hypotheses for the empirical study. In the circumstances of the control group, t-test was also used to examine whether the results were same as those shown from the analysis of experimental group data or not. Results - According to the group 1 and 2, the t-test of the empirical study showed that entity theorists tended to attribute the achievements of goals to their traits more than incremental theorists did, whereas the incremental theorists tended to attribute achievements of goals to their efforts more than entity theorists did in the important goals-achieved circumstance. In the circumstance of daily life goals-achieved, additional questionnaire survey and analysis were conducted, however, there was no difference between incremental and entity theorists in regard to attributing realization of goals to their efforts, and it leads to assess the difference in the meaning of invested efforts between important goal and ordinary goal achievement. Conclusions - Considering that the feeling of consumers has been regarded as one of the significant factors in marketing mix management, the results of this study are considered as significant implications for management. The implications can be said that when incremental consumers feel authentic pride in the important goals-achieved circumstance, marketers are requested to emphasize the fact that the efforts of consumers have contributed to realization of the important goals. By contrast, when consumers feel hubristic pride in both circumstances, marketers are requested to approach to entity-oriented consumers by way of trait. Authentic and hubristic pride are pervasive and engendered by important events or daily routines, and they could have effect on delaying making decisions. Therefore, it is necessary for future research to examine the unexplored difference of effect between incidental authentic and hubristic pride on consumer's self-control. In particular, future researches are related to the extent of difference in attributing efforts and traits. The consumers'realization for the previously pursued goals between entity theorists and incremental theorists affects their present or long distant decisions in self-control dilemmas. The consumers are faced with choosing one between virtuous long term- related option and vice immediate option.
- keywords
- Effort, Entity Theorist, Incremental Theorist, Pride Types, Trait
Reference
Bargh, John A., Chen, Mark, & Burrows, Lara (1996). Automaticity of social behavior: Direct effects of trait construct & stereotype priming on action. Journal of Personality and Social Psychology, 71(2), 230-244.
Beer, Jennifer S., & Keltner, Dacher (2004). What Is Unique about Self-conscious Emotions? Psychological Inquiry, 15(2), 126-129.
Bosmans, Anick, & Baumgartner, Hans (2005). Goal Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not. Journal of Consumer Research, 32(3), 424-434.
Chiu, Chi-yue, Hong, Yingyi, & Dweck, Carol S. (1997). Lay Dispositionism and Implicit Theories of Personality. Journal of Personality and Social Psychology, 73(1), 19-30.
Choi, Nak-Hwan (2015).The Interaction Roles of Ambient Pride Type and Advertisement Type on Product Evaluation. Journal of Distribution Science, 13(5), 61-70.
Cole, Henry (2003). Marketing Real Estate Services: Smart Work versus Hard Work in Personal Selling. Services Marketing Quarterly, 25(2), 43-53.
Collins, Allan M., & Loftus, Elizabeth F. (1975). A Spreading Activation Theory of Semantic Processing. Psychological Review, 82, 407-428.
Dweck, Carol S. (1999). Self-theories: Their role in motivation, personality, and development, Philadelphia: Psychology Press.
Dweck, Carol S., & Leggett, Ellen L. (1998). A Social-Cognitive Approach to Motivation and Personality. Psychological Review, 95(2), 256-273.
Dweck, Carol S., Chiu, Chi-yue, & Hong, Ying-yi (1995). Implicit Theories and Their Role in Judgments and Reactions: A Word from Two Perspectives. Psychological Review, 95(2), 267-285.
Eyal, Tal, & Fishbach, Ayelet (2009). Two Affective Systems in Self-Control Conflicts. Working Paper, Beersheba, Israel:Ben Gurion University.
Giner-Sorolla, Roger (2001). Guilty Pleasures and Grim Necessities: Affective Attitudes in Dilemmas of Self-Control. Journal of Personality and Social Psychology, 80(2), 206-221.
Keltner, Dacher, & Buswell, Brenda N. (1997). Embarrassment:Its distinct form and appeasement functions. Psychological Bulletin, 122(3), 250–270.
Labroo, Aparna A., & Ramanathan, Suresh (2007). The Influence of Experience and Sequence of Conflicting Emotions on Ad Attitudes. Journal of consumer Research, 33(4), 523-528.
Levy, Sheri R., Stroessner, Steven J., & Dweck, Carol S. (1998). Stereotype Formation and Endorsement: The Role of Implicit Theories. Journal of Personality and Social Psychology, 74(6), 1421-1436.
Maclnnis, Deborah J., & Patrick, Vanessa M. (2006). A Spotlight on Affect: The Role of Affect and Affective Forecasting on Self-Regulation and Impulse Control. Journal of Consumer Psychology, 16(3), 224-231.
McFerran, Brent, Aquino, Karl, & Tracy, Jessica L. (2014). Evidence for two facets of pride in consumption:Findings from luxury brands. Journal of Consumer Psychology, 24(4), 455–471.
Molden, Daniel C., & Dweck, Carol S. (2006). Finding 'Meaning'in Psychology. American Psychologist, 61(3), 193-203.
Pham, Michel Tuan (1998). Representativeness, Relevance, and the Use of Feelings in Decision Making. Journal of Consumer Research, 25(2), 144-159.
Robins, Richard W., & Schriber, Roberta A. (2009). The Self-Conscious Emotions: How are They Experienced, Expressed, and Assessed?. Social and Personality Psychology Compass, 3(6), 887-898.
Tracy, Jessica L., & Robins, Richard W. (2007). The Psychological Structure of pride: A Tale of Two Facets. Journal of Personality and Social Psychology, 92(3), 506-525.
Tracy, Jessica L., & Robins, Richard W. (2004). Putting the Self into Self-Conscious Emotions: A Theoretical Model. Psychological Inquiry, 15(2), 103-125.
Tracy, Jessica L., Cheng, Joey T., Martens, Jason P., & Robins, Richard W. (2011). The Affective Core of Narcissism: Inflated by Pride, Defaulted by Shame, in W. Keith Campbell & Joshua Miller, (ed.). Handbook of narcissism and narcissistic personality disorder(pp.330-343), New York: Wiley.
Wilcox, Keith, Kramer, Thomas, & Sen, Sanker (2011). Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride in Indulgent Choice. Journal of Consumer Research, 38(June), 151-163.
Witherington, David C., & Crichton, Jennifer (2007). Frameworks for Understanding Emotion and Their Development:Functionalist and Dynamic System Approaches. Emotion, 7(3), 628-637.
Wyer, Robert S. (2004). Social Comprehension and Judgement:The Role of Situation Models, Narratives, and Implicit Theories, Mahwah, NJ: Lawrence Erlbaum Associates.
Yeung, Catherine W., & Wyer, Robert S. (2005). Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations. Journal of Marketing Research, 42(4), 495-506.
Zhang, Hong, Chan, Darius K. S., & Guan, Yanjun (2013). Plans Are More Helpful When One Persevers: The Moderating Role of Persistence in the Relationship Between Implementation Intentions and Goal Progress. Basic and Applied Social Psychology, 35(2), 231-240.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations