NDLI: Benign envy

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Benign envy

Content Provider	Springer Nature Link
Author	Belk, Russell
Copyright Year	2011
Abstract	Envy has long been held to be a harmful emotion involving the desire to deprive others of the qualities or possessions that they possess and we covet. When the various religious injunctions against such malicious envy were conceived, the consumption landscape was vastly different. There was no branding, advertising, mass media, consumer credit, or Internet; neighbors knew neighbors; social hierarchies were relatively fixed; and discretionary income was largely unknown. This conceptual synthesis suggests that contemporary consumption is driven far more by benign envy involving a desire to “level up” through consumption emulation rather than “level down” by harming others. The concept of benign envy is developed along with an analysis of the forces leading to its displacement of malicious envy and its key role as a motivator of consumption. The paper concludes with a theoretical development of forms of envy and being envied and derives implications for theory and research.
Starting Page	117
Ending Page	134
Page Count	18
File Format	PDF
ISSN	1869814X
Journal	AMS Review
Volume Number	1
Issue Number	3-4
e-ISSN	18698182
Language	English
Publisher	Springer-Verlag
Publisher Date	2011-12-07
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Envy Social comparison Leveling Aspirational goods Desire Emulation Covetousness Relative deprivation Positional goods Conspicuous consumption Cultural capital Social Sciences Marketing Business/Management Science
Content Type	Text
Resource Type	Article
Subject	Marketing

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