Previous research has shown that if WOM (word-of-mouth) receivers are exposed to a video message in which a person says that he/she made great efforts to earn money and purchase an attractive product, they feel benignly envious and have higher WTP (willingness to pay) for the product. In contrast, if receivers are exposed to another message in which a person says that he/she made no effort to earn money and purchase the product, they feel maliciously envious and have a higher WTP for other products.
CITATION STYLE
Ono, A., & Shimizu, R. (2018). The Effect of E-WOM Receivers’ Envy on Their Behavior Through Social Networking Site: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 109). Springer Nature. https://doi.org/10.1007/978-3-319-68750-6_33
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