This study examines the adaptive consequences of pride in personal selling and its self-regulation with colleagues and customers. Study I 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.
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