A cross-cultural study on the effects of envy-evoking ads

Ads often feature celebrities or others similar to the target viewer and thereby evoke envy. Envy occurs when people make an upward social comparison, and evoked envy can be either benign or malicious.

Introduction

Ads often promote products by showing celebrities or people similar to the target customers. These strategies, respectively, named celebrity endorsement and "keeping up with the Joneses," have long been used in advertising to persuade target...

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