Priming pride promotes delay of gratification

The Influence of Green Product Type, Message Framing, and Anticipated Pride on Green Consumption Behavior: An Event-Related Potential (ERP) Study

Different types of green products require different marketing approaches to promote individual green purchasing behaviors. Previous studies have focused only on the effects of message framing on the promotion of different types of green products; however, little is known about the role of underlying emotions. Using event-related potentials (ERPs), this study investigated the neural responses to message framings and anticipated pride in green product types to assess their level of influence on green consumption. Participants in this study were randomly assigned to the anticipated pride versus control groups, and asked to make green consumption decisions involving different types (self- vs. other-interested) of green products, utilizing both gain and loss framing. The behavioral results demonstrated that participants in the anticipated pride group made more green product purchase choices than those in the control group. The ERP results showed that within the loss framing of the control group, other-interested green products induced larger N400 and smaller late positive potential (LPP) amplitudes than self-interested green products, whereas the results showed the opposite trend for the anticipated pride group. These results indicate that although individuals might have biases in their motivation that lead them to focus on self-interested green products, anticipating pride reduces cognitive conflicts and increases their motivation to focus on other-interested green products in the context of loss.

The influence of pride emotion on executive function: Evidence from ERP

BACKGROUND

The current study examined the influence of positive "basic" emotions on executive function; there is limited evidence about the influence of positive "self-conscious"emotions, such as pride, on executive functions processes.

METHODS

Pride is a status-related self-conscious emotion and the present research explored the influence of pride on the subcomponents of executive function, using three experiments that adopted the digit size-parity switching, N-back, and dual choice oddball paradigms.

RESULTS

The behavioral results suggested that cognitive load and behavior inhibition effects in the pride emotion were significantly higher than the neutral emotion. The ERP results showed that the pride emotion elicited smaller P3 difference wave for the switching task and dual choice oddball task. In the N-back task, the pride emotion elicited larger N1 amplitude and smaller P2 difference wave compared to the neutral emotion. A comparison among results from the three experiments indicated that pride emotion restrains all subcomponents of executive function, though with different manifestations of the impact.

CONCLUSION

Experiencing positive emotions is typically viewed as desirable and adaptive in educational settings; however, pride as a unique positive emotion may damage people's cognitive performance, indicating that we need to be cautious when performing cognitive operations in a pride mood.