The Effects of Envy on Preference for Self-improvement Products

Abstract

This research examines whether the feeling of envy leads to preferences for products enabling self-improvement even if the domain is not related to the original source of the envy. Depending on the motivations, two forms of envy may exist, benign envy with a positive spirit and malicious envy with a negative spirit. Across two studies, the current research finds that an increase in the desire for self-improvement products is only observed for individuals feeling benign envy and not observed in those feeling malicious envy. Further, the present work demonstrates the effect is moderated by message framing. Specifically, individuals triggered by benign envy are likely to purchase more self-improvement products only when they are exposed to positive message framing. When a negatively framed message is given, benign envy effect is attenuated. Overall, these findings theoretically examine the relationship between envy and consuming self-improvement products. Further, this research suggests implications for marketers leading consumers to engage in purchasing self-improvement products or self-improvement behaviors.