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Supporting the hypothesis that emotions are culturally constructed, this article compares the cultural conceptualization of pride in European and Brazilian Portuguese (EP/BP). Individualistic/collectivistic as well as other cultural influences that determine the conceptual variation of pride in pluricentric Portuguese are examined. Adopting a sociocognitive view of language and applying a multifactorial usage-feature and profile-based methodology, this study combines a feature-based qualitative analysis of 500 occurrences of orgulho 'pride' and vaidade 'vanity' from a corpus of blogs with their subsequent multivariate statistic modeling. The multiple correspondence analysis reveals two clusters of features, namely, self-centered pride and other-directed pride. Logistic regression confirmed that EP appears to be more associated with other-directed pride, which is in line with the more collectivist and restrained Portuguese culture, whereas BP is more connected with self-centered pride. Accordingly, morally good pride is salient in EP. Brazil's high power distance can also explain the prominence of negative and bad pride in BP.
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Behavioral profile Cultural conceptualization Emotions Individualism vs. collectivism Multivariate quantitative methods Portuguese Pride