The present study analyzes envy and its effects on individuals’ willingness to pay.
On the basis of previous research in the field of envy, an experiment with 80 subjects was designed in order to find out more about malicious envy in relation with branded products. By eliciting malicious envy through a pitch-and-toss game with an unfair outcome, a better-off and a worse-off participant could be determined.
During the experiment, malicious envy was supposed to influence individuals’ willingness-topay
for a bar of chocolate. After collecting the willingnesses-to-pay, the results of an experimental group and a control group were compared.
The findings show that malicious envy effectively influences the subjects’ willingness-to-pay for the branded product as well as for the no-name product in a negative way, whereas the general perception of the chocolate is positive.
Inhaltsverzeichnis (Table of Contents)
- 1 Literature Review and Envy Theory
- 2 Envy and the Power of Brands
- 3 Relevance
- 4 Experiment and Method
- 5 Hypotheses
- 6 Results and Discussion
- 7 Limitations
- 8 Conclusion
- 9 Annex
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate the influence of malicious envy on individuals' willingness-to-pay for branded products. Through an experimental design, the study seeks to understand how malicious envy, elicited through a controlled setting, affects individuals' purchasing decisions. The study focuses on the specific type of envy known as malicious envy, which arises when individuals perceive another's success as undeserved.
- The impact of malicious envy on consumer behavior
- The role of brands in influencing consumer perceptions and preferences
- The relationship between envy and willingness-to-pay
- The psychological mechanisms underlying envy-driven consumption
- The implications of envy for marketing and consumer psychology
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Literature Review and Envy Theory: This chapter explores the historical and theoretical foundations of envy, drawing on a range of sources from the Bible to contemporary research. It delves into the different facets of envy, particularly malicious envy, and its psychological and social implications.
- Chapter 2: Envy and the Power of Brands: This chapter examines the role of brands in shaping consumer perceptions and influencing purchasing decisions. It explores how brands can be used to evoke feelings of envy and how these emotions can affect consumers' willingness-to-pay.
- Chapter 3: Relevance: This chapter discusses the practical relevance of the study, highlighting the importance of understanding the role of envy in consumer behavior for businesses and marketers.
- Chapter 4: Experiment and Method: This chapter outlines the experimental design and methodology used in the study, including the participant selection, stimuli used, and data collection methods.
- Chapter 5: Hypotheses: This chapter presents the specific hypotheses that were tested in the study, outlining the expected relationships between envy and consumer behavior.
- Chapter 6: Results and Discussion: This chapter presents the findings of the study, analyzing the data collected and discussing the implications of the results for understanding envy and its impact on consumer behavior.
- Chapter 7: Limitations: This chapter acknowledges any limitations of the study, such as sample size or specific methodological choices, and discusses their implications for generalizability.
Schlüsselwörter (Keywords)
This study focuses on malicious envy, consumer behavior, willingness-to-pay, branded products, experimental design, consumer psychology, marketing, and psychological mechanisms. The research examines the interplay between envy, brands, and consumer decision-making, providing insights into the complex motivations behind consumer behavior.
- Quote paper
- Regina Schneider (Author), 2014, Envy in Consumption. The Influence of Envy on Consumers’ Buying Behavior for Branded Products, Munich, GRIN Verlag, https://www.grin.com/document/446377
