When pride meets envy: Is social superiority portrayal in luxury advertising perceived as prestige or arrogance?
This paper draws on the theoretical underpinnings of envy and pride in examining the effectiveness of social superiority portrayal in luxury advertising. Across two studies, benign (malicious) envy led consumers to perceive social superiority portrayal as an expression of authentic (hubristic) pride...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/71454 |
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