Regain Attention With Brightness: Effects of Jealousy on Preferences For Brightly Colored Products

Xun (Irene) Huang, Sun Yat-sen University, China
Ping Dong, University of Toronto, Canada
Robert S. Wyer, The Chinese University of Hong Kong, China
Three studies showed that jealousy can induce a desire to gain attention from one’s partner, which activates a “competition for attention” mindset that influences behaviors in unrelated consumption situation. This effect only occurs when consumers have the opportunity to own the products rather than simply viewing them.
[ to cite ]:
Xun (Irene) Huang, Ping Dong, and Robert S. Wyer (2015) ,"Regain Attention With Brightness: Effects of Jealousy on Preferences For Brightly Colored Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 562-563.