Journal of the Academy of Marketing Science

, Volume 32, Issue 4, pp 386–402 | Cite as

The adaptive consequences of pride in personal selling

  • Willem Verbeke
  • Frank Belschak
  • Richard P. Bagozzi


This study examines the adaptive consequences of pride in personal selling and its self-regulation with colleagues and customers. Study 1 investigates the effects of experiencing pride, where two benefits were found. First, pride increases salespersons’ performance-related motivations. Specifically, it promotes the use of adaptive selling strategies, greater effort, and self-efficacy. Second, pride positively affects organizational citizenship behaviors. Study 2 takes an emotion-process point of view and compares excessive pride (hubris) with positive pride. The results show that salespeople are capable of self-regulating the expression of these emotions differently toward colleagues and customers via anticipated feelings of fear, shame, and regret. Salespeople, in other words, are affected by their emotions, but they also are capable of controlling them to their advantage.


pride hubris positive psychology self-regulation personal selling 


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Copyright information

© Academy of Marketing Science 2004

Authors and Affiliations

  • Willem Verbeke
    • 1
  • Frank Belschak
    • 1
  • Richard P. Bagozzi
    • 2
  1. 1.Erasmus Universitythe Netherlands
  2. 2.Rice UniversityHoustonUSA

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