Do We Always Hope to Become “Better” When We Experience Envy? Effects of Incidental Envy and Social Context on Self-Improvement Behavior

• Published in: ASIA MARKETING JOURNAL Vol. 19; no. 2; pp. 45 - 61
• Main Authors: Youn, Y. Jin, Park, Kiwan
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 31.07.2017; Korean Marketing Association
• Subjects: emotion; envy; self-improvement; social context; envy; emotion; social context; self-improvement

Incidental envy is known to motivate self-improvement behavior. This phenomenon occurs in part because feelings of inferiority guide subsequent behavior in a way to self-improve, after experiencing envy. However, no research has yet examined whether this tendency may be affected by social context: p...