{"title":"经济差距中的品牌嫉妒:了解并减少经济流动性有限的消费者对品牌的恶意妒忌","authors":"Hyuna Bak , Youjae Yi","doi":"10.1016/j.jbusres.2024.114896","DOIUrl":null,"url":null,"abstract":"<div><p>This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"184 ","pages":"Article 114896"},"PeriodicalIF":9.8000,"publicationDate":"2024-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility\",\"authors\":\"Hyuna Bak , Youjae Yi\",\"doi\":\"10.1016/j.jbusres.2024.114896\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.</p></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":\"184 \",\"pages\":\"Article 114896\"},\"PeriodicalIF\":9.8000,\"publicationDate\":\"2024-08-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296324004004\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324004004","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility
This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.