Luxury fashion clothes and accessories: the role of envy on desire to purchase

• Autor(a) principal: Costa, Adriana Carpinteiro de Oliveira e
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15442
• topic: Social comparison; Luxury; Need for acceptance; Superiority; Self-improvement; Social undermining; Marketing; Indústria de produtos de luxo; Motivação do consumidor; Estatuto social

The strongest and most prevalent emotional consequence of perceiving superior competitors is envy. On one hand, envy is a powerful motivator that may cause socially harmful behavior, on the other hand, it may also increase the desire to move upward. It is difficult to change physique, or personality, but it is relatively easy to change consumption, especially in a world of unlimited choices. The following dissertation seeks to comprehend and delimit to what extent the feeling of Envy has an impact on the desire to purchase luxury fashion clothes and accessories from luxury brands such as Gucci, Chanel and Christian Dior. There has been considerable research into the phenomenon of envy in the Psychology field, but relatively few studies have explored this feeling as a driver to desire to buy. It was created a conceptual model that test the relationship between envy and other emotions such as Admiration, Affiliation and Moral Disengagement that drive consumption desire. Moreover, the paper focuses on the effect of Self-Esteem as moderator of the proposed relationships in the model. After collecting quantitative data, the conceptual model and the corresponding hypothesis, have been tested with a partial least squares modelling approach. The results revealed that Admiration, Affiliation and Moral Disengagement play an important role as influencers of Desire to Buy. Furthermore, it could be seen that Benign Envy has indeed a more significant impact on consumption desire when compared with Malicious Envy.