Two shades of green: Unravelling the composition, antecedents and consequences of Benign and Malicious Envy on Brand Attitude

Description

Malicious (benign) envy is conceptualized as a cluster of relatively high (low) envy and low (high) admiration. Three antecedents to envy-type are identified, namely, deservingness, relationship type and foul-play. These contextual factors differentially activate the assimilative (contrastive) emotion of admiration (envy) by influencing self-other congruence and significantly impact brand attitude.

Publication Date

1-1-2016

Keywords

Emotions, Envy

Conference

North American 2016 Association for Consumer Research Conference, Berlin, Germany

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