Malicious Desire Towards the Envied Product: Effect of Outcome-Focused Mindset on Malicious Envy

The present research examines that consumers want to possess not only benignly-envied products but also maliciously-envied products. Furthermore, when people focus on outcome, malicious envy might result in higher ‘envy premium’ (with regard to both WTP and choice) than benign envy in certain situations.



Citation:

Sunghee Jun, Y. Jin Youn, and Kiwan Park (2014) ,"Malicious Desire Towards the Envied Product: Effect of Outcome-Focused Mindset on Malicious Envy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 789-789.

Authors

Sunghee Jun, Seoul National University, Korea
Y. Jin Youn, Northwestern University, USA
Kiwan Park, Seoul National University, Korea



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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