Malicious Desire Towards the Envied Product: Effect of Outcome-Focused Mindset on Malicious Envy

Sunghee Jun, Seoul National University, Korea
Y. Jin Youn, Northwestern University, USA
Kiwan Park, Seoul National University, Korea
The present research examines that consumers want to possess not only benignly-envied products but also maliciously-envied products. Furthermore, when people focus on outcome, malicious envy might result in higher ‘envy premium’ (with regard to both WTP and choice) than benign envy in certain situations.
[ to cite ]:
Sunghee Jun, Y. Jin Youn, and Kiwan Park (2014) ,"Malicious Desire Towards the Envied Product: Effect of Outcome-Focused Mindset on Malicious Envy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 789-789.