Her Beauty Results in Your Sorrow: the Effects of Envy Toward Attractive Spokespersons in Advertising

Hsuan-Yi Chou, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
Shu-Shan Chen, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
This research explores the effects of possible determinants of female consumers’ degree of social comparison toward highly attractive female spokespersons. It also examines the moderators of envy types and the ad effects of different envy emotions. The findings make theoretical contributions to social comparison, envy theory, and spokesperson research.
[ to cite ]:
Hsuan-Yi Chou and Shu-Shan Chen (2015) ,"Her Beauty Results in Your Sorrow: the Effects of Envy Toward Attractive Spokespersons in Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 781-781.