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

Share Proceeding

Featured papers

See More


O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More


I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More


Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.