Envious Of Someone? You'll Pay More To Be Like Them

People will pay more for an iPhone, or any product, if it is owned by someone the consumer has 'positive' envy of, such as a friend or celebrity they like, according to a new study in the Journal of Consumer Research. But it works the other way also; those with 'malicious' envy or contempt of someone who has a product would instead buy, for example, a BlackBerry instead of an iPhone.  The researchers say their discoveries about the motivations that result from different kinds of envy could be key to understanding marketing in the future. read more

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