Cap Off Profits with Endcap Impetus - Few among successful retailers ignore the selling appeal of endcaps—displays of products at the end of an aisle on a shelf or rack perpendicular to the ais...
Saturday, October 16, 2010
Abstract from a future article in JCR by
Consumers are willing to pay a premium for products that elicit their envy. The more people compared themselves to a superior other, the higher the envy premium was. Yet, the emotion envy and not the upward comparison drove the final effects. The envy premium only emerged for a desirable product that the superior other owned (iPhone) when people experienced benign envy. Benign envy is elicited when the other's superior position is deserved, and malicious envy when it is undeserved. When people experienced malicious envy, the envy premium emerged for a desirable product that the superior other did not own (BlackBerry). This shows how benign envy places a premium on keeping up, and malicious envy on moving away from, superior others.o
Upplagd av Magnus Ohlsson kl. 7:05 AM