Working Papers

On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace

Michel Tuan Pham

Columbia University

Jennifer J. Sun

Columbia University

Jun 30, 2020

Presents new conceptual and managerial insights about consumer pride, excitement and relaxation typically arise in consumption contexts, identify their primary drivers and moderators in marketplace settings, and explain how these theoretical insights can be used to engineer these outcomes in consumption journeys.

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