How Feelings of Envy Promote Innovation Adoption
Three experiments show that when consumers experience envy, they are more likely to adopt innovation in order to repair their threatened self-concept. This tendency is especially pronounced among consumers who attend to their feelings, as they experience envy more intensely and are thus more motivated to alleviate these negative feelings.
Citation:
Jaeyeon Chung and Leonard Lee (2015) ,"How Feelings of Envy Promote Innovation Adoption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 1-4.
Authors
Jaeyeon Chung , Columbia University, USA
Leonard Lee , National University of Singapore, Singapore
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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