Not All Pride is Equal: Understanding Persuasion Through Pride Appeals, Product Involvement, and Skepticism in Green Advertising

초록

This research investigated the persuasive effects of authentic and hubristic pride appeals in green advertising, focusing on how cognitive appraisals, product involvement, and advertising skepticism shape consumer responses. Study 1 employed a single-factor experimental design (authentic vs. hubristic pride appeal) with 71 participants and measured attitudes toward the advertisement and the brand. Results showed that authentic pride elicited more favorable responses than hubristic pride. This suggests a consumer preference for messages that build self-worth through concrete eco-friendly behaviors and effortful contributions (i.e. authentic appeals), rather than those marked by an inflated, self-congratulatory tone and vague claims of virtue (i.e. hubristic appeals). Study 2 used a 2 (pride appeal: authentic vs. hubristic) × 2 (product involvement: low vs. high) between-subjects design with 216 participants. Under low involvement, consumers showed high skepticism toward both appeals, resulting in no significant effects. Under high involvement, authentic pride enhanced perceived sincerity and credibility, prompting more favorable attitudes and intentions. This research highlights the moderating role of product involvement and the mediating role of advertising skepticism in shaping the effects of pride-based emotional appeals in green advertising contexts. © 2025 Taylor & Francis Group, LLC.

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