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Keywords: PIF
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Journal Articles
The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1298–1322.
Published: 18 March 2024
... and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts. Findings The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci...
