An investigation of the role of envy in the consumption choices of women
Hussain, Shahreen (2022)
Hussain, Shahreen
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120927748
https://urn.fi/URN:NBN:fi:amk-2022120927748
Tiivistelmä
This thesis aims to explore the role of envy in the consumption choices of women, factors influencing the development of envy and the role of social media influencers in creating envy. An explanation of the concept of envy by Van de Ven, Zeelenberg and Pieters (2009) and a contribution by Yang and Tang (2021) are explored. Previous literature is examined, specifically, The Behavioural Perspective Model by Foxall (1993), the Band-wagon Effect and The Framing Effect, particularly in light of consumption choices. Additionally, age as a factor affecting envy and consumption was explored with contributions by Hervé and Mullet (2009). The counterarguments are presented by analysing the Scarcity Principle and the Hype. The literature review led to four key hypotheses: Women’s consumption choices vary according to age, Social comparison is a motivator of envy in women, Social media influencers are likely to affect the consumption choices of women, and Women are more likely to feel envious of those that they deem similar to themselves. The primary research question is, “What is the role of envy in the consumption choices of women?”.
A survey-based analysis is conducted to explore the consumption choices of women and the role of envy as an emotion influencing their consumption choices, in addition to exploring the hypotheses. The responses are analysed through descriptive analysis, namely crosstabulations. The results indicate that although younger women appear likelier to experience envy affecting their consumption choices, it is difficult to deduce the extent to which it may be generalised on a larger scale. The research supports the hypothesis that social comparison is a motivator of envy in women, and social media influencers affect the consumption choices of women. Furthermore, women are likelier to feel envious of those similar to themselves. These support previous research conducted on the same. Overall, the research question is answered by concluding envy plays a significant role in women's consumption choices, wherein social media influencers and social comparison play a substantial part.
A survey-based analysis is conducted to explore the consumption choices of women and the role of envy as an emotion influencing their consumption choices, in addition to exploring the hypotheses. The responses are analysed through descriptive analysis, namely crosstabulations. The results indicate that although younger women appear likelier to experience envy affecting their consumption choices, it is difficult to deduce the extent to which it may be generalised on a larger scale. The research supports the hypothesis that social comparison is a motivator of envy in women, and social media influencers affect the consumption choices of women. Furthermore, women are likelier to feel envious of those similar to themselves. These support previous research conducted on the same. Overall, the research question is answered by concluding envy plays a significant role in women's consumption choices, wherein social media influencers and social comparison play a substantial part.