Benign envy sells iPhones, but malicious envy drives consumers to BlackBerries
People are willing to pay more for products that elicit their envy—but that's only when they are motivated by a positive, benign form of envy, according to a new study in the Journal of Consumer Research.
"Our studies showed that people who had been made envious of someone who owned an iPhone were willing to pay 80 Euros more on average," write authors Niels van de Ven, Marcel Zeelenberg, and Rik Pieters (Tilburg University).
The researchers made some important discoveries about the motivations that result from different kinds of envy. "Note that two types of envy exist: ...

