Squeezing Wine From Sour Grapes: How Consolation Goods Impact Motivation to Buy an Envied Product

Cait Lamberton, University of Pittsburgh, USA
Kirk Kristofferson, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Recent work suggests that envy-related experiences can lower consumers’ motivation to purchase the originally-desired good, replacing it instead with a close competitor. Who is likely to lose purchase motivation when faced with envy? More importantly, how can marketers avoid losing business when envy is likely?
[ to cite ]:
Cait Lamberton, Kirk Kristofferson, and Darren Dahl (2011) ,"Squeezing Wine From Sour Grapes: How Consolation Goods Impact Motivation to Buy an Envied Product ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 165-166.