5-T: the Silver Lining of Envy on Social Media? –The Relationships Between Post Content, Envy Type, and Purchase Intention

Three studies were conducted to examine the relationships between post content (experiential vs. material purchases), envy type (benign vs. malicious envy), and purchase intention (same vs. similar object). Results indicated that post content did not predict envy type, but benign/malicious envy predicted purchase intention of a same/similar product respectively.



Citation:

Ruoyun Lin (2017) ,"5-T: the Silver Lining of Envy on Social Media? –The Relationships Between Post Content, Envy Type, and Purchase Intention", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1061-1061.

Authors

Ruoyun Lin, Leibniz-Institut für Wissensmedien, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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