"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!
Drought hits rivers first and more strongly than agriculture
06.09.2018 | Max-Planck-Institut für Biogeochemie
Landslides triggered by human activity on the rise
23.08.2018 | European Geosciences Union
The building blocks of matter in our universe were formed in the first 10 microseconds of its existence, according to the currently accepted scientific picture. After the Big Bang about 13.7 billion years ago, matter consisted mainly of quarks and gluons, two types of elementary particles whose interactions are governed by quantum chromodynamics (QCD), the theory of strong interaction. In the early universe, these particles moved (nearly) freely in a quark-gluon plasma.
This is a joint press release of University Muenster and Heidelberg as well as the GSI Helmholtzzentrum für Schwerionenforschung in Darmstadt.
Then, in a phase transition, they combined and formed hadrons, among them the building blocks of atomic nuclei, protons and neutrons. In the current issue of...
Thin-film solar cells made of crystalline silicon are inexpensive and achieve efficiencies of a good 14 percent. However, they could do even better if their shiny surfaces reflected less light. A team led by Prof. Christiane Becker from the Helmholtz-Zentrum Berlin (HZB) has now patented a sophisticated new solution to this problem.
"It is not enough simply to bring more light into the cell," says Christiane Becker. Such surface structures can even ultimately reduce the efficiency by...
A study in the journal Bulletin of Marine Science describes a new, blood-red species of octocoral found in Panama. The species in the genus Thesea was discovered in the threatened low-light reef environment on Hannibal Bank, 60 kilometers off mainland Pacific Panama, by researchers at the Smithsonian Tropical Research Institute in Panama (STRI) and the Centro de Investigación en Ciencias del Mar y Limnología (CIMAR) at the University of Costa Rica.
Scientists established the new species, Thesea dalioi, by comparing its physical traits, such as branch thickness and the bright red colony color, with the...
Scientists have succeeded in observing the first long-distance transfer of information in a magnetic group of materials known as antiferromagnets.
An international team of researchers has mapped Nemo's genome, providing the research community with an invaluable resource to decode the response of fish to...
21.09.2018 | Event News
03.09.2018 | Event News
27.08.2018 | Event News
21.09.2018 | Physics and Astronomy
21.09.2018 | Life Sciences
21.09.2018 | Event News