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Resolving the complexity in Gen z's envy occurrence: a cross-cultural perspective

Colmekcioglu, Nazan, Dedeoglu, Bekir Bora and Okumus, Fevzi 2023. Resolving the complexity in Gen z's envy occurrence: a cross-cultural perspective. Psychology & Marketing 40 (1) , pp. 48-72. 10.1002/mar.21745

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Envy is an impactful emotion on consumer behaviors, yet envy is quite complex to be comprehended due to its two different forms (malicious and benign). Therefore, it is significant to find out the factors occurring envy to consume to understand the impact and consequences of envy. This empirical study improves our understanding of envy occurrence (malicious or benign) in Generation Z (Gen Z) consumers by comparing two countries (the United States and Mexico) as representing individualistic and collectivistic cultures. We apply complexity theory as a basis for the configurational model, which we test using fuzzy-set qualitative comparative analysis. We use three configurations—personality, attitudes, and attached importance to participants on social networking sites—to explore causal recipes leading to malicious and benign envy. The findings of this study highlight the differences in Gen Z consumers' envy occurrence regarding configurational factors. In addition to said factors, this research indicates that culture plays a significant role in Gen Z's envy occurrence, thus contributing to the current knowledge set.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Wiley
ISSN: 1520-6793
Date of First Compliant Deposit: 31 October 2022
Date of Acceptance: 10 October 2022
Last Modified: 04 May 2023 03:24

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