This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and gratitude increase consumer intentions to spread electronic word-of-mouth about sustainable luxury brands via two discrete mechanisms. Study 1 establishes that featuring the pride appeal increases eWOM intentions by heightening the luxury dimension of sustainable luxury brands, whereas (...) featuring the gratitude appeal increases eWOM intentions by heightening the sustainability dimension of sustainable luxury brands. Study 2 shows that these discrete effects of emotional appeals influence consumers to adopt different types of eWOM behaviors toward sustainable luxury brands. Specifically, the pride appeal increases consumer intentions to broadcast eWOM via status attainment motives. In contrast, the gratitude appeal increases consumer intentions to narrowcast eWOM via affiliation seeking motives. The findings offer novel theoretical insights and provide managers with tools to promote sustainable luxury brands in a digital environment. (shrink)

Background and ObjectivesBecause of high skin cancer risks for young women, it is vital that effective interventions reach and influence this demographic. Visual social media platforms, like Instagram, are popular with young women and are an appropriate intervention site; yet, they also host competing images idealizing tan skin. The present study tested the ability of digital sun-safety interventions to affect self-control-related emotions and visual attention to subsequent tan-ideal images as well as sun-safety attitudes.MethodsWomen were recruited from a large public Mid-Atlantic (...) university in the United States. Participants were randomly assigned to view an appearance benefits intervention, a self-control emotions intervention, or a control message, each designed to look like an Instagram sponsored story. After self-reporting self-compassion and anticipated pride, participants then viewed seven pairs of Instagram posts featuring either tan or pale women while an eye tracker assessed visual attention. Finally, participants self-reported their responses to questions assessing sun-safety-related norms, efficacy, and attitudes.ResultsA mixed design analysis of covariance revealed that women who first viewed the appearance benefits intervention story spent less time visually fixated on Instagram images of tan women than did those who viewed the self-control emotions intervention or control message. Regressions also revealed interactions between the intervention conditions and feelings of anticipated pride on both visual attention and sun-safety attitudes.ConclusionSponsored stories on Instagram can promote sun-safety attitudes, depending on the emotional responses they generate. Additionally, sponsored interventions can affect subsequent visual attention. (shrink)

Many argue that higher-cognitive emotions such as pride arose de novo in humans, and thus fall outside of the scope of the kinds of evolutionary explanations offered for ?basic emotions,? like fear. This approach fractures the general category of ?emotion? into two deeply distinct kinds of emotion. However, an increasing number of emotion researchers are converging on the conclusion that higher-cognitive emotions are evolutionarily rooted in simpler emotional responses found in primates. I argue that pride fits this pattern, and then (...) consider some of the possible mechanisms by which the basic forms of these emotions have been transformed, arguing that we can see this transformation in part as the progressive internalization of originally externalized processes associated with norms, selfhood, and social structure. This connects the emotion literature with the literatures on the Social/Machiavellian Intelligence Hypothesis and situated cognition, offering the possibility of a more unified theory of human emotions. (shrink)

Tracy, Shariff, and Cheng (2010) propose that human pride has two facets (hubristic pride [HP] and authentic pride [AP]) which, despite their similarities, diverge in important ways, including their evolutionary histories and functions. Put simplistically, AP emerged from HP. While AP and HP are thus homologous, HP continues to exist in humans, alongside AP. This is problematic on the most common interpretation of homology, in which an ancestral trait transforms into a derived trait, but does not remain present independently. I (...) suggest that construing HP and AP as serial homologues (duplicated but varying traits within single organisms) solves this problem, and also resolves some of the other tensions in their account of pride as a “single” emotion with “two” facets. (shrink)