It seems reasonable to conclude that the Dutch who exhibit

It seems reasonable to conclude that the Dutch, who exhibit an independent self-construal and are strongly individualistic, use the occasion of helping colleagues as a way to express their pride publicly and standout. This interpretation is consistent with the emotional syndrome description of North American and Western European cultures, where Mascolo et al. (2003, p. 379) characterize the personal function of pride as strengthening the sense of “personal worth, efficacy, and value in the eyes of others” and the social function of pride as alerting others of “self\'s accomplishment and value”. Impression management thus constitutes an important motivational force (Bolino, 1999). Nevertheless, it OTX-015 cost is not the case that motivation management of felt pride is forgone by Filipinos when dealing with customers. Indeed, the findings show that motivation management functions as a main effect on adaptive selling and working hard, along with experienced pride. Manifestations of hubris, if any, need to be squelched by members of interdependent cultures, and self-regulatory actions employed to avoid hubris in impression management (Bolino, 1999; Bonanno, 2001; Markus & Kitayama, 1991). These positive feelings, in turn, promote further customer-oriented, reciprocal behaviors and hence stimulate the use of adaptive resources and working hard (Fredrickson, 2001). In other words, motivation management does not moderate the influence of experienced pride but rather shows compensatory or additive effects. Unlike the contingent effects found for Dutch salespersons–customer relationships, either experienced pride or motivation management, or both experienced pride and motivation management, influence adaptive selling and working hard as independent effects for Filipinos. To the observed self-regulatory and cultural processes found in our study, we should mention the role of the individual difference variable, dispositional proneness to pride. This variable also had complex effects. For the Dutch, proneness to pride served to moderate the effects of experienced pride, in conjunction with motivation management, to influence adaptive selling and working hard. Pride only had positive effects on adaptive selling and working hard when both moderating variables concurred or were in agreement (i.e., when both were high or both were low). When motivation management was high, while proneness to pride was low, experienced pride became down-regulated and its expression further reduced, and, as a result, it had no impact on adaptive selling behaviors or working hard. Similarly, when motivation management was low, while proneness to pride was high, experienced pride became amplified and risked turning into hubris, with a negative effect on adaptive selling and working hard as a result. The impact of proneness to pride is an instance of what Gross (2002; see also Gross et al., 2000) terms, response modulation of emotions. But here, instead of an explicit strategic orientation, as found in the self-regulation by motivation management, it is one\'s disposition in the form of a personality trait that modulates the effects of experienced pride. Dispositional proneness to pride also functions as a moderator for Filipinos, but in this case with respect to the effects of experienced pride on company citizenship behaviors when relating to colleagues. Here one helps colleagues more, the greater the proneness to feel pride. The performance of citizenship behaviors promotes fitting in with colleagues and allows the employee to be self-effacing about personal success, while at the same time celebrating the group\'s success and publicly acknowledging the mutual support and interdependence that all share as coworkers. This entails corresponding implementation of appropriate impression management tactics (Bolino, 1999). In contrast, proneness to pride functions as main effects when Filipino employee interacts with customers. Here proneness to pride, like experienced pride, becomes sublimated so as to fulfill one\'s role as a salesperson in a position of dependence on the customer.