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(Un)deservingness distinctions impact envy subtypes: Implications for brand attitude and choice

机译：（联合国）值得的区别影响令人羡慕的亚型：对品牌态度和选择的影响

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摘要

Deservingness is a key factor in distinguishing between malicious and benign envy, but there are important differences in how it impacts the intensity of each envy subtype. Across three studies using distinct competitive contexts and brand categories, we investigate these differences and examine the effects of envy subtypes on brand attitude and choice. The results show that the way envious individuals attribute causes to others' undeserved advantages impacts the intensity of their malicious envy. Past research had largely accepted that benign (malicious) envy occurs when the envied individual's advantage is perceived as deserved (undeserved). In contrast, we demonstrate that even in cases of perceived deserved advantage, individuals may experience malicious envy when they dislike the envied other. We thus suggest that marketers should be cautious when exploring envy as a marketing communication tool, using it only when they anticipate that consumers will feel benign but not malicious envy.
机译：值得的是区分恶意和良性嫉妒的关键因素，但它如何影响每个令人羡慕的亚型的强度的重要差异。在三项研究中，使用不同的竞争环境和品牌类别，我们调查这些差异，并检查嫉妒亚型对品牌态度和选择的影响。结果表明，羡慕个人属性对别人的不足之处的方式影响了他们恶意嫉妒的强度。过去的研究在很大程度上接受了良性（恶意）嫉妒，当令人羡慕的个人的优势被认为如此值得（不值得的）时。相比之下，我们表明即使在被认为当之无愧的优势的情况下，当他们不喜欢嫉妒时，个人可能会经历恶意嫉妒。因此，我们表明营销人员在探索嫉妒作为营销通信工具时，才能谨慎，只有在他们预期消费者会感到良好但不是恶意的嫉妒时使用它。

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