Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Benign envy sells iPhones, but malicious envy drives consumers to BlackBerries

19.10.2010
People are willing to pay more for products that elicit their envy—but that's only when they are motivated by a positive, benign form of envy, according to a new study in the Journal of Consumer Research.

"Our studies showed that people who had been made envious of someone who owned an iPhone were willing to pay 80 Euros more on average," write authors Niels van de Ven, Marcel Zeelenberg, and Rik Pieters (Tilburg University).

The researchers made some important discoveries about the motivations that result from different kinds of envy. "Note that two types of envy exist: benign and malicious envy," the authors explain. "Benign envy exists if the advantage of the other person is deserved, and motivates people to attain a coveted good or position for themselves. This more motivating type of envy makes people pay an envy premium for the products that elicited their envy." On the other hand, malicious envy occurs if the other person is thought to be undeserving; it evokes a desire to "pull down" the other person.

In a series of experiments, the authors compared benign envy with its malicious cousin. They found that only benignly envious people were willing to pay more for products that they coveted. Maliciously envious people were more likely to pay more for related but different products. For example, people who felt maliciously envious of someone with an iPhone were more likely to pay more for a BlackBerry.

In the experiments (which involved potential internships as well as products like iPhones), the participants were asked to imagine feeling jealousy and admiration for the fellow student (Benign Envy condition), to imagine feeling jealous and begrudging (the Malicious Envy condition), or just to imagine that they really liked the product (Control condition).

However, companies should be cautious to not evoke the more negative form of envy that drives people away from products. "Advertisers should make sure that the celebrities they want to use in their ads actually deserve their status," the authors write. "If they do not, these celebrities might actually trigger malicious envy and the sales of products from a competitor could even go up."

Niels van de Ven, Marcel Zeelenberg, and Rik Pieters. "The Envy Premium in Product Evaluation." Journal of Consumer Research. Contact JCR@bus.wisc.edu for a copy of the study. For further information, see http://ejcr.org.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Consumer Research benign blackberries iPhone

More articles from Studies and Analyses:

nachricht New study: How does Europe become a leading player for software and IT services?
03.04.2017 | Fraunhofer-Institut für System- und Innovationsforschung (ISI)

nachricht Reusable carbon nanotubes could be the water filter of the future, says RIT study
30.03.2017 | Rochester Institute of Technology

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: A quantum walk of photons

Physicists from the University of Würzburg are capable of generating identical looking single light particles at the push of a button. Two new studies now demonstrate the potential this method holds.

The quantum computer has fuelled the imagination of scientists for decades: It is based on fundamentally different phenomena than a conventional computer....

Im Focus: Turmoil in sluggish electrons’ existence

An international team of physicists has monitored the scattering behaviour of electrons in a non-conducting material in real-time. Their insights could be beneficial for radiotherapy.

We can refer to electrons in non-conducting materials as ‘sluggish’. Typically, they remain fixed in a location, deep inside an atomic composite. It is hence...

Im Focus: Wafer-thin Magnetic Materials Developed for Future Quantum Technologies

Two-dimensional magnetic structures are regarded as a promising material for new types of data storage, since the magnetic properties of individual molecular building blocks can be investigated and modified. For the first time, researchers have now produced a wafer-thin ferrimagnet, in which molecules with different magnetic centers arrange themselves on a gold surface to form a checkerboard pattern. Scientists at the Swiss Nanoscience Institute at the University of Basel and the Paul Scherrer Institute published their findings in the journal Nature Communications.

Ferrimagnets are composed of two centers which are magnetized at different strengths and point in opposing directions. Two-dimensional, quasi-flat ferrimagnets...

Im Focus: World's thinnest hologram paves path to new 3-D world

Nano-hologram paves way for integration of 3-D holography into everyday electronics

An Australian-Chinese research team has created the world's thinnest hologram, paving the way towards the integration of 3D holography into everyday...

Im Focus: Using graphene to create quantum bits

In the race to produce a quantum computer, a number of projects are seeking a way to create quantum bits -- or qubits -- that are stable, meaning they are not much affected by changes in their environment. This normally needs highly nonlinear non-dissipative elements capable of functioning at very low temperatures.

In pursuit of this goal, researchers at EPFL's Laboratory of Photonics and Quantum Measurements LPQM (STI/SB), have investigated a nonlinear graphene-based...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Marine Conservation: IASS Contributes to UN Ocean Conference in New York on 5-9 June

24.05.2017 | Event News

AWK Aachen Machine Tool Colloquium 2017: Internet of Production for Agile Enterprises

23.05.2017 | Event News

Dortmund MST Conference presents Individualized Healthcare Solutions with micro and nanotechnology

22.05.2017 | Event News

 
Latest News

Physicists discover mechanism behind granular capillary effect

24.05.2017 | Physics and Astronomy

Measured for the first time: Direction of light waves changed by quantum effect

24.05.2017 | Physics and Astronomy

Marine Conservation: IASS Contributes to UN Ocean Conference in New York on 5-9 June

24.05.2017 | Event News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>