N12. Untangling Different Envy Episodes and Their Effects on Brand Attitude
An envy episode develops in various directions depending on individual and contextual factors, and its effect on brand attitude varies accordingly. Based on three studies we suggest that brand attitude decreases linearly across envy episodes (from no envy, benign envy, malicious envy by luck to malicious envy by deceit).
Kirla C Ferreira, Delane Botelho, and Suzana Valente Battistella-Lima (2018) ,"N12. Untangling Different Envy Episodes and Their Effects on Brand Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 906-906.
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV
NA - Advances in Consumer Research Volume 46 | 2018
P6. Marginal Cost Consideration
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