• The Journal of Industrial Distribution & Business
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• v.9 no.5
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• pp.73-81
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• 2018

Purpose - When indulging in hedonic items is construed as wasteful and evokes anticipated regret or guilt, consumers are more likely to seek reasons to justify their indulgence. Justification requirement for spending on indulgences over necessities could lead to the places of their finding the ways that mitigate the anticipated regret and guilt. However the previous research focusing on consumers' own great effort leading to positive outcomes has not given much attention to other's outcomes induced from his or her little or no efforts, by which consumers could feel envy. The guilt associated with consumers' indulgence could vary according to envy type felt according to their evaluation about other's outcomes and their self construal level. Current research explored the envy type's effects on consumers' spending on hedonic products, and moderation effects of self construal level on the envy type's effects. Research design, data, and methodology - 2(envy type: benign versus malicious) × 2(self construal level: high versus low) between-subjects design was employed. Data for empirical analysis were from 173 undergraduate participants. ANOVA was used to verify hypotheses. Results - The tendency of choosing utilitarian product versus hedonic product was moderated by the envy type. The participants who felt benign envy were more likely to choose utilitarian product versus hedonic product than those who felt malicious envy were. And the tendency of benign envy-felt participants' choosing hedonic versus utilitarian product was more weakened to those with lower-level self construal than to those with higher-level self construal. However the tendency of malicious envy-felt participants' choosing hedonic versus utilitarian product was not moderated by the self construal level. Conclusions - This research could advance the theory related to indulgent hedonic consumption by exploring the effects of self construal level and envy type on hedonic indulgence. In view of the results from current study, marketers should make efforts of communicating and selling utilitarian products to persuade consumers with lower-level construal when they feel benign envy to others. And they should conduct marketing acts for hedonic products to persuade consumers when they feel malicious envy to others.

• Asia Marketing Journal
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• v.20 no.2
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• pp.41-63
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• 2018

Incidental envy influences behavior in various domains. However, no research, to date, has investigated whether incidental envy influences interpersonal behavior toward others who are unrelated to the emergence of the emotion. That is, the literature is silent on how those who experience incidental envy engage in interpersonal contact and how this may affect consumers. In this paper, we address this question by investigating the influence of incidental envy on interpersonal contact with others of higher or lower status based on the social comparison theory. We demonstrate that incidental envy (versus a neutral emotion) motivates people to contact higher status others to facilitate upward assimilation (experiments 1 and 2). We also show that when competition (a situational factor that heightens the personal relevance of the interaction with the target) is involved, individuals who feel envy (versus a neutral emotion) are more likely to contact lower status others to engage in downward contrast (experiment 3). We conclude with a discussion of the practical implications of our findings.

• Cross-Cultural Studies
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• v.46
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• pp.43-61
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• 2017

This essay interprets envy not as a form of conventional conflict between women but as a type of common response of self-preservation focused on envy represented in the American film, Single White Female, and the Korean film, Female Teacher. Although envy is traditionally classified as a feminine emotion, it is an innate human emotion regardless of gender identity. Especially in the competitive era of neo-liberalism, we recognize only its negative side while overlooking its positive side as envy originates from comparison with others. Hedy's mimicking of Allie in Single White Female is not the same as idealized identification because her envy is aggressive and a self-assertive response while transforming Allie's identity. Likewise, envy of a protagonist in Female Teacher triggers an action of self-preservation against irrational social and personal inequality. Accordingly, a type of resistant and critical power resides in envy between women in these films. Therefore, proper recognition of repressed envy is required in order to prevent its transition towards a violent outcome.

• Asia Marketing Journal
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• v.19 no.2
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• pp.45-61
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• 2017

Incidental envy is known to motivate self-improvement behavior. This phenomenon occurs in part because feelings of inferiority guide subsequent behavior in a way to self-improve, after experiencing envy. However, no research has yet examined whether this tendency may be affected by social context: private versus public. Although extant literature suggests that envy generally leads to self-improvement, we demonstrate that this effect may be mitigated under public social contexts. Across two studies, we find that although incidental envy generally increases self-improvement behavior (e.g., effort exertion and charitable giving) in private social contexts, this tendency is attenuated under public social contexts. We conclude with a discussion of theoretical and practical implications of this finding.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.1-13
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• 2018

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) ${\times}$ 2 (brand awareness types: high vs low) ${\times}$ 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

• Korean Journal of Culture and Social Issue
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• v.22 no.1
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• pp.41-64
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• 2016

In two experiments, we compared envy with admiration in attentional and motivational benefits. In addition, we tested whether individual differences in working memory capacity (WMC) have consequences for emotion regulation. In Study 1, following WMC tasks, the participants were primed either with envy or with admiration through a recall task, in which they had to recall their own experiences about envy or admiration. The participants in the envy condition considered it more undeserved that another person had an advantage over them, than in the admiration condition. Additionally, in the envy condition, WMC was related to happiness, and anxiety was related to the motivation to study more. In contrast, there were no significant relationships between WMC, emotion and study hours in the admiration condition. Study 2 (N=43) found greater memory for the envy scenario in the envy condition than in the admiration and in the control condition. Additionally, there were significant relationships between WMC, anxiety and recall accuracy in the envy condition. However, these relations were not found in the admiration and in the control condition. Findings implicate that envy may play an important role in memory systems and that WMC is related to emotion regulation abilities.

• Cross-Cultural Studies
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• v.46
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• pp.21-42
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• 2017

This study aims at analyzing the trend of feeling under the neo-liberalism era through the soap operas. In particular, this article focuses on 'envy'. Unlike jealousy, envy is the feeling of comparison appearing in people in similar circumstances that is displayed within the dual relation with its characteristic of having dynamics on the fortune (victory) of the other party for an unpleasant feeling, denial and interference. However, under the neo-liberalistic order with unlimited competition as its characteristic, 'envy' has the tendency to discourse with its passion of subjects participating in the limited share of competition. This begins in 'envy' under a soap opera to lead to competition to reproduce as the drama to dream of success for self-development. Under the circumstances, the feeling or behavior of characters not showing the general pattern but to individualize with the envious behavior of evil characters to turn away from the structural context for characters of issue of suffering originated within. For example, the soap opera imagines with 'envy' for the feeling of characters to reproduce the neo-liberalistic subject in darkness as well as to transfigure the suffering or context encountered by the characteristics to present the issues.

• Cross-Cultural Studies
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• v.46
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• pp.1-20
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• 2017

This study tries to examine the emotion of the elite characters in Son Jangsoon's early novel, The Koreans. In this novel, most characters are found to have an envy feeling, except for two female characters, Heeyeon and Sue Han. Although the writer does not consciously explore the envy feeling here, she excellently represents the harmful effects of the envy feeling. In this novel, the envy feeling is related to the desire for success and its frustration. In 1960's, people had high expectation of improvement in their individual lives. The elite groups were more likely to have a successful life with good education. But in this novel, these elite people suffer from frustration of their desire and experience of the envy feeling. The impressive point in this novel is that not only females but also males are shown to have the envy feeling. Envious people have the tendency to compare themselves with people around them, to feel shame in an inferior position and to aspire for superiority. In these envious characters, the feeling of envy reveals their lack, their inferiority and it never provides them with the way to escape from their suffering situation. The writer suggests that the envy feeling can be overcome by pursuing other valuable things and focussing not on other people's desire but on their own desire.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.671-677
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• 2021

The purpose of this study is to investigate the effect of leader-member exchange (LMX) on envy and counterproductive behaviors (CWB) moderated by similarity. Specifically, we focused on the negative side of LMX to examine the relationship between LMX and envy, and the mediating role of envy on the relationship between LMX and CWB. Further, we also examined the moderating role of similarity on the relationship between envy and CWB. Given that CWB can be harmful to any organizational, it was worthwhile to find possible antecedents of CWB, envy and LMX. A total number of 238 employees participated in this study and the results supported our hypotheses. The results of this study can have managerial implications, showing the important role of manager's personalized treatment for each of his/her subordinates.

• Cross-Cultural Studies
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• v.49
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• pp.151-179
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• 2017

This paper explores envy and jealousy caused by conflicts between youth and old age in Philip Roth's The Dying Animal and Bumshin Park's Eungyo. In Roth's Novel, David became envious and jealous of a fictional man when he imagined "the pornography of jealousy." In this pornography, his imagined rival was a young man who was once David himself but was no longer young who might steal Consuela away from him. In this sense, David's envy towards this young rival can be called "self-envy." David considered sex an act of revenge on death. But his envy and jealousy undermined his power and effect. In Eungyo, envy and jealousy arose between Lee and Seo when they came into conflict because of Lee's literary talent and Eungyo. At first, Seo admired Lee. But he grew envious of Lee's talent when he gained popularity and success by publishing Lee's novels under his own name. He was engulfed in jealousy when he detected Lee's sexual desire for Eungyo. He even insulted Lee's old age, which enraged Lee. Lee's rage was mixed with his envy toward the young and his sense of betrayal against Seo. With Seo's death, all these negative feelings disappeared. Instead, Lee was captivated by the pulsing breath of life and its beauty he observed in Eungyo.