The impact of envy on brand preference: brand storytelling and psychological distance as moderators

This study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference

Danny Tengti Kao

2019

Scholarcy highlights

  • While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under explored
  • This study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference
  • Experiment 1 investigated the effect of envy on consumer evaluations of an advocated brand, through viewing a series of advertisements that varied in brand storytelling styles
  • Experiment 2 investigates the effect of envy on consumer evaluations of the advocated brand through viewing advertisements that varied in psychological distance
  • Results demonstrate that for consumers experiencing benign and malicious envy, advertisements characterized by brand storytelling and psychological distance will elicit differential brand preferences
  • This research aims to explore how consumer envy influences brand preference and the role of moderating effects such as brand storytelling and psychological distance in this context

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