Abstract
Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher value
perception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. This
effect held under conditions of high product involvement but disappeared under low involvement.
perception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. This
effect held under conditions of high product involvement but disappeared under low involvement.
| Original language | English |
|---|---|
| Journal | Advances in Consumer Research |
| Volume | 44 |
| Publication status | Published - 2016 |
| Externally published | Yes |