How Pride Eliminates the Difference between Slow
and Fast Life History Strategy on Hedonic
Consumption
by
Goal
● Further broaden the knowledge.
Hypotheses & Literature Review
H1: Life History Strategy will moderate the effect of experienced stress for fast (but
not slow) life history strategists on hedonic consumption.
● Individuals reporting a greater number of stressful events had higher BMI.¹ ● Humans tend to ‘comfort’ eat in response to stressful situations.²
● Individual differences in their propensity to experience stress. ● Present-oriented vs. Future-oriented
● Ways of coping, self-control ● Encounters during childhood
(Sinha & Jastreboff, 2013).(Kaplan & Gangestad, 2005).¹, (Adam & Epel, 2007).², (Kaplan & Gangestad, 2005).³
Hypotheses & Literature Review
H2: Pride will moderate the effect of Life History Strategy on stress for fast (but not
slow) life history strategists.
● Typically experienced after the achievement of long term goals.⁵ ● Motivate people towards future achievements.⁶
● Encourage more virtuous choices at the expense of immediate indulgence.⁶
● Enacting temptations -> negative effect on pride, enacting non-temptations -> positive effect on feeling proud.⁷
(Sinha & Jastreboff, 2013).(Kaplan & Gangestad, 2005).¹, (Adam & Epel, 2007).², (Kaplan & Gangestad, 2005).³
Pride No Pride
Stress Stress * Pride Stress * No Pride No Stress No Stress *
Pride
No Stress * No Pride
Methodology
2 (stress vs. no stress) by 2 (pride vs. no pride) between-subjects factorial design with LHS as a measured predictor.
1. Introduction
2. Stress task (10 seconds vs. no time)
3. Pride task (Write about proud moment vs. regular day)
4. Supermarket task (DV: Hedonic consumption)
5. Manipulation check (stress)
6. Mini-K short form (LHS measure) 7. Manipulation check (pride)
8. SES status
Results
H1: Not significant.
H2: Stress * LHS on Hedonic Consumption was significant when Pride was absent,
but turned insignificant when Pride was present.
Stress * LHS on Hedonic Consumption was significant when using PROCESS model 3, but not when using model 1. Can be explained by suppressor variable(s).
Theoretical Implications
● Different outcomes when using model 1 or 3.
● Pride made the differences between LHS * Stress go away.
● Pride creates a more future-oriented thought, promoting more virtuous choices
at the expense of immediate indulgence. In line with how Slow LHS behaves.
● Positive impact on self-control and has the ability to lower hedonic
Managerial Implications
● Supermarkets could inherently help reduce the overconsumption of
calorie-dense processed foods.
● Increase target audience for healthy (non-hedonic) products by evoking a
sense of pride.
Limitations & Future Research
Limitations
● Different outcomes when using different PROCESS models: Re-do this
part with a different sample.
● Generalizing results is hard.
● Environmental conditions are different across countries.
Future research
● Materialistic consumption.
