Squeezing Wine From Sour Grapes: How Consolation Goods Impact Motivation to Buy an Envied Product

Recent work suggests that envy-related experiences can lower consumers’ motivation to purchase the originally-desired good, replacing it instead with a close competitor. Who is likely to lose purchase motivation when faced with envy? More importantly, how can marketers avoid losing business when envy is likely?



Citation:

Cait Lamberton, Kirk Kristofferson, and Darren Dahl (2011) ,"Squeezing Wine From Sour Grapes: How Consolation Goods Impact Motivation to Buy an Envied Product ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 165-166.

Authors

Cait Lamberton, University of Pittsburgh, USA
Kirk Kristofferson, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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