Do they deserve it? The effect of consumer envy on brand attitude and choice
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/20704 |
Resumo: | Envy has become popular as a marketing tool, and marketers are not only trying to evoke envy but also trying to convince consumers to use their products and brands to provoke envy in other consumers, so brands are strengthened. However, I demonstrate that malicious envy leads consumers to be more likely to choose a competing brand (analysis 2), and while benign envy increases consumers’ attitude toward a brand, malicious envy decreases their attitude toward a brand (analysis 3). Moreover, analysis 1 demonstrates that the effects of deservingness on malicious envy has a moderator factor (type of relationship) that affects how undeservingness is perceived, in terms of luck and deceit. The objective is to investigate the influence of deservingness and type of relationship (like or dislike a person) on benign and malicious envy, and the role of such envy subtypes on brand choice and brand attitude. The findings introduce a more nuanced view of the undeservingness effects and type of relationship, and contribute to the literature on brands and emotions, showing that each envy subtype brings different consequences for brands. |
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Ferreira, Kirla Seronni CardosoEscolas::EAESPAndrade, Eduardo BittencourtLopes, Evandro LuizBotelho, Delane2018-03-28T16:08:18Z2018-03-28T16:08:18Z2018http://hdl.handle.net/10438/20704Envy has become popular as a marketing tool, and marketers are not only trying to evoke envy but also trying to convince consumers to use their products and brands to provoke envy in other consumers, so brands are strengthened. However, I demonstrate that malicious envy leads consumers to be more likely to choose a competing brand (analysis 2), and while benign envy increases consumers’ attitude toward a brand, malicious envy decreases their attitude toward a brand (analysis 3). Moreover, analysis 1 demonstrates that the effects of deservingness on malicious envy has a moderator factor (type of relationship) that affects how undeservingness is perceived, in terms of luck and deceit. The objective is to investigate the influence of deservingness and type of relationship (like or dislike a person) on benign and malicious envy, and the role of such envy subtypes on brand choice and brand attitude. The findings introduce a more nuanced view of the undeservingness effects and type of relationship, and contribute to the literature on brands and emotions, showing that each envy subtype brings different consequences for brands.A inveja tornou-se popular como uma ferramenta de marketing, e os profissionais de marketing não somente tentam evocar inveja como também tentam convencer os consumidores a usar seus produtos e marcas para provocar inveja em outros consumidores, de modo que as marcas sejam fortalecidas. No entanto, eu demonstro que a inveja maligna leva os consumidores a serem mais propensos a escolher uma marca concorrente (análise 2), e enquanto a inveja benigna aumenta a atitude dos consumidores em relação a uma marca, a inveja maligna diminui a atitude em relação a marca (análise 3). Além disso, a análise 1 demonstra que os efeitos do merecimento na inveja maligna têm um fator moderador (tipo de relacionamento), que afeta como o merecimento é percebido, em termos de sorte e engano. O objetivo é investigar a influência do merecimento e do tipo de relacionamento (gostar ou não de uma pessoa) sobre a inveja benigna e maligna, e o papel dos subtipos de inveja na escolha de marca e na atitude de marca. Os resultados introduzem uma visão mais detalhada dos efeitos do merecimento e tipo de relacionamento, e contribuem para a literatura sobre marcas e emoções, mostrando que cada subtipo da inveja do consumidor traz diferentes conseqüências para as marcas.engBenign envyMalicious envyDeservingnessBrand attitudeBrand choiceInveja benignaInveja malignaMerecimentoAtitude de marcaEscolha de marcaAdministração de empresasComportamento do consumidorConsumidores - PreferênciaPesquisa motivacional (Marketing)Do they deserve it? 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dc.title.eng.fl_str_mv |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
title |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
spellingShingle |
Do they deserve it? The effect of consumer envy on brand attitude and choice Ferreira, Kirla Seronni Cardoso Benign envy Malicious envy Deservingness Brand attitude Brand choice Inveja benigna Inveja maligna Merecimento Atitude de marca Escolha de marca Administração de empresas Comportamento do consumidor Consumidores - Preferência Pesquisa motivacional (Marketing) |
title_short |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
title_full |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
title_fullStr |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
title_full_unstemmed |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
title_sort |
Do they deserve it? The effect of consumer envy on brand attitude and choice |
author |
Ferreira, Kirla Seronni Cardoso |
author_facet |
Ferreira, Kirla Seronni Cardoso |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Andrade, Eduardo Bittencourt Lopes, Evandro Luiz |
dc.contributor.author.fl_str_mv |
Ferreira, Kirla Seronni Cardoso |
dc.contributor.advisor1.fl_str_mv |
Botelho, Delane |
contributor_str_mv |
Botelho, Delane |
dc.subject.eng.fl_str_mv |
Benign envy Malicious envy Deservingness Brand attitude Brand choice |
topic |
Benign envy Malicious envy Deservingness Brand attitude Brand choice Inveja benigna Inveja maligna Merecimento Atitude de marca Escolha de marca Administração de empresas Comportamento do consumidor Consumidores - Preferência Pesquisa motivacional (Marketing) |
dc.subject.por.fl_str_mv |
Inveja benigna Inveja maligna Merecimento Atitude de marca Escolha de marca |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Consumidores - Preferência Pesquisa motivacional (Marketing) |
description |
Envy has become popular as a marketing tool, and marketers are not only trying to evoke envy but also trying to convince consumers to use their products and brands to provoke envy in other consumers, so brands are strengthened. However, I demonstrate that malicious envy leads consumers to be more likely to choose a competing brand (analysis 2), and while benign envy increases consumers’ attitude toward a brand, malicious envy decreases their attitude toward a brand (analysis 3). Moreover, analysis 1 demonstrates that the effects of deservingness on malicious envy has a moderator factor (type of relationship) that affects how undeservingness is perceived, in terms of luck and deceit. The objective is to investigate the influence of deservingness and type of relationship (like or dislike a person) on benign and malicious envy, and the role of such envy subtypes on brand choice and brand attitude. The findings introduce a more nuanced view of the undeservingness effects and type of relationship, and contribute to the literature on brands and emotions, showing that each envy subtype brings different consequences for brands. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-03-28T16:08:18Z |
dc.date.available.fl_str_mv |
2018-03-28T16:08:18Z |
dc.date.issued.fl_str_mv |
2018 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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http://hdl.handle.net/10438/20704 |
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dc.language.iso.fl_str_mv |
eng |
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eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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