The emotion of pride in consumer behaviour and marketing: a review, classification and future research agenda

Purpose The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the key theories, analytical techniques and methodologies used, as well as key variables associated with pride in consumer behaviour and marketing. Design/methodology/approach Using a systematic literature review process, the study analyses 59 research articles and structures its findings by using the theory–context–characteristics–methodology framework. Findings The review proposes a taxonomical classification of the multiple conceptualizations of pride. It identifies that the phenomenon and regulation of pride is explained using theories from psychological self-related research. Pride has been experienced in sustainable, advertising, luxury and digital consumption contexts. Reviewed articles showed an over-reliance on the quantitative methodology and the experimental method. The review identifies that pride is associated with positive outcomes and has considerable influence on consumer behaviour. Building on this analysis, 12 research questions are developed to encourage future research. Originality/value To the best of the authors’ knowledge, this study is the first structured review on the emotion of pride in the domains of consumer behaviour and marketing.