The more attention you get, the better you feel? A study on the influence of being envied on inconspicuous consumption
Siyun Wang,
Feng Li,
Huanzhang Wang
Abstract:PurposeFrom a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on their tendencies toward inconspicuous consumption, based on the resource conservation theory and the model of “Sensitivity about Being the Target of a Threatening Upward Comparison.” (STTUC)Design/methodology/approachFour studies were conducted in this paper. Studies 1a and 1b tested the main hypothesis that being maliciously en… Show more
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