Purpose - Present research aimed at identifying the effects of ambient pride type on judgement difference between existing preference and final preference formed after being exposed to the preference inconsistent information from others representing a conflict between consumer’s own perspective and the others’ perspective. And this study also explored the roles of empathic concerns and motive type in the ambient pride type’s effects on the judgement difference.
Research design, data, and methodology - 2(information type: consistent versus inconsistent) × 2(pride type: hubristic versus authentic) between-subjects design was employed. Data for empirical analysis were from 252 undergraduate students who participated in questionnaire survey. To verify hypotheses, Anova and regression analysis were used.
Results - First, there was the judgement difference among the experimental groups. The difference was greater at the authentic pride group than at the hubristic pride group. And the difference was greater at the inconsistent information group than at the consistent information group. The interaction effect of pride type and information type was significant. Second, when consumers who had made their preference were exposed to the inconsistent information from other, those of the hubristic pride group showed more defense motive and less empathic concerns than those of the authentic pride group. And there were the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of pride type on the judgement difference. Third, the self validity did not affect the difference even that become increased by defense motive rather than accuracy motive.
Conclusions - This research could advance the information processing theory related to pride type by exploring the effects of the pride type on judgement difference between existing preference and final preference formed by the inconsistent information from others, and by identifying the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of the pride type. In view of the results from current study, marketers should make efforts of inducing defense motive and developing and communicating the consistent information to persuade consumers under hubristic pride who have the belief that attributes of their brand are better than those of the competitors’ brand, and they also should conduct marketing acts by using the inconsistent information to persuade consumers under authentic pride who have the belief that attributes of the competitors’ brand are better than those of their brand.

Abstract
 1. 서론
 2. 이론적 배경과 가설의 설정
  2.1. 오만성 프라이드와 진정성 프라이드
  2.2. 기존 신념에 불일치하는 정보의 처리에 관한기존의 연구
  2.3. 프라이드 유형과 타인의 불일치 정보에 대한공감적 관심
  2.4. 프라이드 유형과 정보처리 동기
  2.5. 프라이드 유형과 불일치 정보에서 판단의 차이
  2.6. 동기유형에 따른 자기타당화와 판단의 차이
 3. 연구방법
  3.1. 실험설계, 실증대상 제품의 선정 그리고 구성개념의 측정
  3.2. 프라이드를 유형별로 느끼는 과정의 설계와성취감, 귀인 및 프라이드의 측정
  3.3. 제품 브랜드 별로 속성정보의 제시 및 첫 번째조사와 초기판단의 측정
  3.4. 구성개념의 측정과 정보의 제시 및 두 번째 조사
 4. 자료의 수집 및 기초분석과 가설의 검증
  4.1. 자료의 수집과 기초분석
  4.2. 가설의 검증
 5. 결론
  5.1. 연구의 요약
  5.2. 연구의 시사점
  5.3. 연구의 한계와 미래 연구
 Reference

• Nak-Hwan Choi(Department of Business Administration, Chonbuk National University) | 최낙환 Corresponding Author