When does good envy turn into bad envy? The relationship between benign and malicious envy

Conference paper (2012)
Department
Product Innovation Management (IDE) (TU Delft)
Copyright: © 2012 Hellen, K., Saaksjarvi, M.C.
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Published Date

31-12-2012

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Source:

Proceedings of the 41th EMAC Conference Marketing to Citizens going beyond Customers and Consumers, Lisbon, Portugal, 22-25 May, 2012

Faculty

Industrial Design Engineering

Department

Product Innovation Management

Abstract

Previous research has distinguished between forms of envious reactions - malicious envy that is characterized by hostile feelings leading to negative consequences for firms and benign envy that is free of hostility and leading to positive consequences. In this paper, we focus on identifying conditions when benign envy can turn into malicious envy. Results show that perceived attractiveness of the purchase to others (vs. to the self) and tendency to engage in ability-oriented comparisons positively moderates the relationship between benign and malicious envy. In contrast, tendency to engage in opinion-orientated comparisons negatively moderates the relationship between benign and malicious envy.

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