Print Email Facebook Twitter When does good envy turn into bad envy? The relationship between benign and malicious envy Title When does good envy turn into bad envy? The relationship between benign and malicious envy Author Hellen, K. Saaksjarvi, M.C. Faculty Industrial Design Engineering Department Product Innovation Management Date 2012-12-31 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. Subject envy, ability, opinion, comparisons To reference this document use: http://resolver.tudelft.nl/uuid:29b44270-bcc0-4199-9602-6046b4ed2365 Publisher EMAC ISBN 978-989-732-004-0 Source Proceedings of the 41th EMAC Conference Marketing to Citizens going beyond Customers and Consumers, Lisbon, Portugal, 22-25 May, 2012 Part of collection Institutional Repository Document type conference paper Rights (c) 2012 Hellen, K., Saaksjarvi, M.C. Files PDF 287094.pdf 145.65 KB Close viewer /islandora/object/uuid:29b44270-bcc0-4199-9602-6046b4ed2365/datastream/OBJ/view