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Pride Versus Envy: Differential Motivation From Others' Achievements for Self‐Improvement Choices.

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Title: Pride Versus Envy: Differential Motivation From Others' Achievements for Self‐Improvement Choices.
Authors: Yoon, Nari (AUTHOR), Krishnan, H. Shanker (AUTHOR)
Source: Journal of Consumer Behaviour. May2026, Vol. 25 Issue 3, p1018-1031. 14p.
Subjects: Pride & vanity, Envy, Advertising campaigns, Emotions, Consumer behavior, Self-help materials, Motivation (Psychology)
Abstract: Consumers are often influenced by others' achievements, triggering emotional responses that shape their subsequent preferences and behaviors. One such response is vicarious pride—an emotion experienced when others succeed and are perceived as part of one's extended identity. We distinguish vicarious pride from envy in that they lead to distinct motivational pathways to improve the self. Across five experiments, we find that vicarious pride enhances motivation to affiliate with the achiever, which leads consumers to prefer self‐improvement products similar to those used by the successful individual. On the contrary, envy stimulates motivation to differentiate, thereby increasing preferences for distinct self‐improvement products. Mediation analyses confirmed the underlying affiliative and differentiative mechanisms for the effects of vicarious pride and envy on self‐improvement product preferences, respectively. This research contributes to the literature by enhancing understanding of how socially derived emotions shape consumer preferences and provides important managerial insights for designing emotion‐driven marketing campaigns. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Pride Versus Envy: Differential Motivation From Others' Achievements for Self‐Improvement Choices.
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  Data: <searchLink fieldCode="AR" term="%22Yoon%2C+Nari%22">Yoon, Nari</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Krishnan%2C+H%2E+Shanker%22">Krishnan, H. Shanker</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Behaviour%22">Journal of Consumer Behaviour</searchLink>. May2026, Vol. 25 Issue 3, p1018-1031. 14p.
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  Data: <searchLink fieldCode="DE" term="%22Pride+%26+vanity%22">Pride & vanity</searchLink><br /><searchLink fieldCode="DE" term="%22Envy%22">Envy</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising+campaigns%22">Advertising campaigns</searchLink><br /><searchLink fieldCode="DE" term="%22Emotions%22">Emotions</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Self-help+materials%22">Self-help materials</searchLink><br /><searchLink fieldCode="DE" term="%22Motivation+%28Psychology%29%22">Motivation (Psychology)</searchLink>
– Name: Abstract
  Label: Abstract
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  Data: Consumers are often influenced by others' achievements, triggering emotional responses that shape their subsequent preferences and behaviors. One such response is vicarious pride—an emotion experienced when others succeed and are perceived as part of one's extended identity. We distinguish vicarious pride from envy in that they lead to distinct motivational pathways to improve the self. Across five experiments, we find that vicarious pride enhances motivation to affiliate with the achiever, which leads consumers to prefer self‐improvement products similar to those used by the successful individual. On the contrary, envy stimulates motivation to differentiate, thereby increasing preferences for distinct self‐improvement products. Mediation analyses confirmed the underlying affiliative and differentiative mechanisms for the effects of vicarious pride and envy on self‐improvement product preferences, respectively. This research contributes to the literature by enhancing understanding of how socially derived emotions shape consumer preferences and provides important managerial insights for designing emotion‐driven marketing campaigns. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=193656311
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1002/cb.70109
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      – Code: eng
        Text: English
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      Pagination:
        PageCount: 14
        StartPage: 1018
    Subjects:
      – SubjectFull: Pride & vanity
        Type: general
      – SubjectFull: Envy
        Type: general
      – SubjectFull: Advertising campaigns
        Type: general
      – SubjectFull: Emotions
        Type: general
      – SubjectFull: Consumer behavior
        Type: general
      – SubjectFull: Self-help materials
        Type: general
      – SubjectFull: Motivation (Psychology)
        Type: general
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      – TitleFull: Pride Versus Envy: Differential Motivation From Others' Achievements for Self‐Improvement Choices.
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            NameFull: Yoon, Nari
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            NameFull: Krishnan, H. Shanker
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            – D: 01
              M: 05
              Text: May2026
              Type: published
              Y: 2026
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              Value: 25
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            – TitleFull: Journal of Consumer Behaviour
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