Effects of Consumer Envy on Attitudes Toward Peers

R. Justin Goss, Colorado State University, Pueblo
David Silvera , University of Texas at San Antonio, USA
Jill Sundie, Virginia Tech, USA
We investigate the relation between envy, self-brand connection, and deservingness by examining the effects of Malicious and Benign Envy on members of brand communities. Results indicate that participants who are connected to a brand show Benign/Malicious Envy toward a higher status target who is deemed worthy/unworthy of good fortune.
[ to cite ]:
R. Justin Goss, David Silvera , and Jill Sundie (2015) ,"Effects of Consumer Envy on Attitudes Toward Peers", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 787-787.