The Two Faces of Innovation Adoption: How Envy Affects Consumers’ Evaluation of Innovative Products

Jaeyeon Chung, Columbia University, USA
Leonard Lee, National University of Singapore, Singapore
Employing a dual-process model, four experiments demonstrate that when consumers experience envy, those who are more inclined to attend to their feelings (vs. cognition) are driven by a self-enhancement (vs. self-protection) motive. Accordingly, these envious consumers are more likely to exhibit positive (vs. negative) attitudes toward innovation adoption.
[ to cite ]:
Jaeyeon Chung and Leonard Lee (2016) ,"The Two Faces of Innovation Adoption: How Envy Affects Consumers’ Evaluation of Innovative Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 70-75.