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.
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.
Jaeyeon Chung , Columbia University, USA
Leonard Lee , National University of Singapore, Singapore
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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