Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions

Abstract Building on prior work examining discrete emotions and consumer behavior, the present research proposes that consumers are more likely to engage in target sustainable behavior when marketers use an emotional appeal matches brand’s expressed values or one is congruent with consumers’ value priority. In particular, we focus two contrasting positive emotions—pride awe. We show effectiveness of pride awe appeals depends corresponding human values. Specifically, increases intentions self-enhancement prioritized; self-transcendence prioritized. Importantly, this interaction can be explained by enhanced self-efficacy. demonstrate these effects across six studies, including a field study. Our findings contribute better understanding consumption, reconcile research, provide practical guidance for policy-makers.