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The Envy Premium in Product Evaluation

  • Niels Van de Ven
  • Marcel Zeelenberg
  • Rik Pieters
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    Consumers are willing to pay a premium for products that elicit their envy. The more people compared themselves to a superior other, the higher the envy premium was. Yet, the emotion envy and not the upward comparison drove the final effects. The envy premium only emerged for a desirable product that the superior other owned (iPhone) when people experienced benign envy. Benign envy is elicited when the other's superior position is deserved, and malicious envy when it is undeserved. When people experienced malicious envy, the envy premium emerged for a desirable product that the superior other did not own (BlackBerry). This shows how benign envy places a premium on keeping up, and malicious envy on moving away from, superior others.

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/657239
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    File URL: http://www.jstor.org/stable/full/10.1086/657239
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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2011)
    Issue (Month): 6 ()
    Pages: 984 - 998

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    Handle: RePEc:ucp:jconrs:doi:10.1086/657239
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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