The Green Eyed Monster Is Motivated: How Incidental Envy Triggers an Agentic Orientation

Jin Youn, Northwestern University, USA
Kelly Goldsmith, Northwestern University, USA
Though consumers often experience envy, little is known about how the incidental activation of envy can affect unrelated decisions and behaviors. We demonstrate that priming envy towards others triggers an agentic mindset, and thus leads people to share less, work harder, and engage more in conspicuous consumption.
[ to cite ]:
Jin Youn and Kelly Goldsmith (2012) ,"The Green Eyed Monster Is Motivated: How Incidental Envy Triggers an Agentic Orientation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 178-181.