- Abstract In social dilemmas, broad collective interests conflict with immediate self-interests. In two studies, we examine the role of pride in guiding cooperative behavior in a social dilemma. We find that the consideration of pride led to more cooperation compared to the consideration of joy or a control condition (Study 1) and compared to the consideration of enjoyment (Study 2). The importance participants assigned to cooperation mediated this effect of emotion on cooperation (Studies 1 and 3). We suggest that because pride is linked to pro-social behavior, considering pride activates the concept of pride which in turn makes related behavioral representations more accessible and thus increases cooperation.