Chapter 3: Pride and sense of guilt
This chapter examines the emotions of guilt and pride, both of which are known as social emotions. With regard to the appraisal of agency examined in the first chapter, we notice that these emotions are elicited by the self. The chapter also analyses feelings of guilt, an emotion we experience when we violate a rule and blame ourselves for the violation. Following a purely psychological study of this state and after distinguishing guilt from two similar states – shame and embarrassment – this chapter discusses how these powerful emotional tools are managed by marketers. The chapter ends by taking a look at pride, an emotion specular to guilt: in this case, the self is responsible for a favourable event. Pride is, therefore, a positive emotion, but – as illustrated below – it does not always affect marketing activities favourably.
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