19 1. PRIDE Silenced pride in scarce consumption Hanna Leipämaa-Leskinen, Henna Syrjälä and Pirjo Laaksonen INTRODUCTION In the sixth century ad, Gregory the Great described pride as the root of all seven deadly sins (Timpe and Boyd 2014). Since that time multiple definitions of pride have been offered by the ancient classi- cal and religious philosophers, and more recently by psychological scholars (Belk 1983). To synthesize prior elaborations, Caywood and Langrehr (1990, p.56) define pride as a sin, as “a high opinion of one’s own qualities, achievement or possessions” and connect it with arrogance, self-importance, and egoism. Contrary to the “sinful” viewpoint, psychologist scholars also attach positive facets to pride (Tracy and Robins 2007). Within this tradition, pride is seen as a self-caused emotion that is experienced when favorable results are achieved due to an individual’s own actions (Soscia 2007). The individual may then be justly proud of herself, her achievements, or her possessions (Zammuner 1996). Most of the marketing and consumption scholars have focused on the positive facets of pride (Decrop and Derbaix 2010; Verbeke et al. 2004). In fact, Belk’s (1983) conceptual paper is the only exception, addressing the sinful perspective of pride (and other deadly sins) in consumption and connecting it with materialism and conspicuous consumption. In this chapter we revisit pride in consumer research, elaborating it in a context in which pride seems at first glance to be missing: namely, in conditions of scarce consumption. In particular, we analyze manifestations of pride in two divergently scarce conditions by taking the perspectives of nonvoluntary and Hanna Leipämaa-Leskinen, Henna Syrjälä and Pirjo Laaksonen - 9781788117197 Downloaded from Elgar Online at 05/23/2019 05:18:47AM via free access