Hancock, Tyler; Adams, Frank G.; Breazeale, Michael; … - In: Journal of Consumer Marketing 37 (2020) 6, pp. 687-699
Purpose: This paper aims to identify the ways that customers respond to customer-to-customer comparisons that may drive loyal customers to engage in undesirable behaviors. The research examines the role that jealousy and envy play in restoring equity through revenge-seeking intentions....