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
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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