Envy-Based Marketing: A Meta-Analysis of Positive and Negative Outcomes with a Focus on Benign and Malicious Envy and Cultural Moderators

This meta-analysis systematically reviews the existing literature on envy-based marketing, elucidating its multifaceted impact on consumer behavior. The study distinguishes between benign and malicious envy, clarifying their distinct psychological mechanisms and varying consequences on purchase intention, brand loyalty, and consumer well-being. This analysis also examines crucial moderating factors, including cultural dimensions (individualism vs. collectivism), consumer self-esteem, perceived deservingness, product characteristics, and influencer attributes. By synthesizing contradictory findings and identifying underlying causal pathways, this study offers significant theoretical contributions to consumer psychology and marketing, alongside practical implications for marketers seeking to ethically leverage aspirational tendencies and policymakers aiming to safeguard consumer welfare.

کلیدواژه ها:

Envy-based marketing ، Social Media Influencers ، Consumer Well-being ، Ethical Implications ، Self-Esteem ، Product Scarcity