Investigating the Relationship Between Benign and Malicious Envy

In this paper, we identify conditions when benign envy can turn into malicious envy. Results show that perceived attractiveness of the purchase to others and tendency to engage in ability-oriented comparisons predicts malicious envy. The tendency to engage in opinion-orientated comparisons negatively moderates the relationship between benign and malicious envy.


Katarina Hellén and Maria Sääksjärvi (2013) ,"Investigating the Relationship Between Benign and Malicious Envy ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 158-159.


Katarina Hellén, Assistant Professor, Department of Marketing, University of Vaasa
Maria Sääksjärvi, Associate Professor of Marketing, Dept. Product Innovation Management, Delft University of Technology


E - European Advances in Consumer Research Volume 10 | 2013

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