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The Bad Can Be Good: When Benign and Malicious Envy Motivate Goal Pursuit

Author

Listed:
  • Anthony Salerno
  • Juliano Laran
  • Chris Janiszewski
  • Darren W Dahl
  • Linda L Price
  • Cait Lamberton

Abstract

Benign and malicious envy are a consequence of an unfavorable upward comparison to another individual (i.e., a negative self-other discrepancy). Benign (malicious) envy occurs when people believe the envied individual deserves (does not deserve) his/her advantage. Prior research has shown that benign envy motivates a person to address the self-other discrepancy via self-improvement, whereas malicious envy does not. This research shows that both types of envy, not just benign envy, can motivate self-improvement, provided that the opportunities to do so occur outside the envy-eliciting domain. Benign envy increases the accessibility of the belief that effort determines whether people are rewarded; hence, it motivates process-focused goal pursuit and the use of products that emphasize effort-dependent self-improvement. Malicious envy increases the accessibility of the belief that the effort does not determine whether people are rewarded; hence, it motivates outcome-focused goal pursuit and the use of products that emphasize effort-independent self-improvement. Implications and potential extensions in the areas of envy, self-conscious emotions, and goals are discussed.

Suggested Citation

  • Anthony Salerno & Juliano Laran & Chris Janiszewski & Darren W Dahl & Linda L Price & Cait Lamberton, 2019. "The Bad Can Be Good: When Benign and Malicious Envy Motivate Goal Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 388-405.
  • Handle: RePEc:oup:jconrs:v:46:y:2019:i:2:p:388-405.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy077
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    Citations

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    Cited by:

    1. Ferreira, Kirla & Botelho, Delane, 2021. "(Un)deservingness distinctions impact envy subtypes: Implications for brand attitude and choice," Journal of Business Research, Elsevier, vol. 125(C), pages 89-102.
    2. Primidya K. M. Soesilo & Maureen L. Morrin & Nese Nur Yazgan Onuklu, 2021. "No longer green with envy: Objectifying and destroying negative consumer emotions," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1111-1138, September.
    3. Park, Joowon & Banker, Sachin & Masters, Tamara & Yu-Buck, Grace, 2023. "Person vs. purchase comparison: how material and experiential purchases evoke consumption-related envy in others," Journal of Business Research, Elsevier, vol. 165(C).
    4. van de Ven, Niels, 2022. "The envious consumer," Other publications TiSEM 12206afe-9244-410e-9f2f-3, Tilburg University, School of Economics and Management.
    5. Meng, Lu (Monroe) & Bie, Yongyue & Yang, Mengya & Wang, Yijie, 2024. "Watching it motivates me to become stronger: Virtual influencers' impact on consumer self-improvement product preferences," Journal of Business Research, Elsevier, vol. 178(C).
    6. Suárez Vázquez, Ana & Dub, Li & del Río Lanza, Ana Belén, 2020. "Word of mouth: How upward social comparisons influence the sharing of consumption experiences," MPRA Paper 120089, University Library of Munich, Germany.
    7. Wang, Yaming & Wang, Xingyuan & Chen, Haipeng (Allan) & Ouyang, Qiang, 2024. "Effect of status threat on preference for cross-domain self-improvement products: The moderation of trade-off beliefs," Journal of Business Research, Elsevier, vol. 172(C).
    8. Yongchao Ma & Ying Teng & Zhongzhun Deng & Li Liu & Yi Zhang, 2023. "Does writing style affect gender differences in the research performance of articles?: An empirical study of BERT-based textual sentiment analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 128(4), pages 2105-2143, April.
    9. Wu, Wenqing & Wang, Hongxin & Wang, Xinchun, 2022. "Entrepreneur narcissism and new venture performance: A learning perspective," Journal of Business Research, Elsevier, vol. 149(C), pages 901-915.
    10. Xiaodan Gu & Xianglong Zeng & Tian P. S. Oei, 2023. "Appreciative Joy: A Critical Review of Empirical Research," Journal of Happiness Studies, Springer, vol. 24(3), pages 1303-1318, March.

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