Negative Emotions Will Be Welcomed: The Effect of Upward Comparison on Counterhedonic Consumption
Shichang Liang,
Tingting Zhang,
Jingyi Li
et al.
Abstract:Upward comparisons are prevalent in life and have a significant influence on consumer psychology and subsequent behavior. Previous research examined the effects of upward comparisons on consumption behavior, mainly focusing on behavior that evokes positive emotions (e.g., donation behavior, sustainable consumption) or behavior that evokes negative emotions (e.g., impulsive consumption, compulsive consumption) and less on behavior that evokes both negative emotions and positive emotions (i.e., counterhedonic co… Show more
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