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...

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption-especially when their self-regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self-regulatory...