Outperformed: how the envy reflex influences status seeking service consumers’ engagement

Darren Boardman; Maria Raciti; Meredith A Lawley

doi:10.1108/JSTP-08-2018-0179

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Outperformed: how the envy reflex influences status seeking service consumers’ engagement

Journal article

Open access

Peer reviewed

Outperformed: how the envy reflex influences status seeking service consumers’ engagement

Darren Boardman, Maria Raciti and Meredith A Lawley

Journal of Service Theory and Practice, Vol.28(6), pp.752-773

2018

DOI: https://doi.org/10.1108/JSTP-08-2018-0179

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Abstract

consumer engagement

status

cognitive appraisals

consumption goals

envy reflex

positional services

Purpose: The purpose of this paper is to assist service management academics and providers of positional services (i.e. services that provide status attainment benefits to consumers) to better understand how the envy reflex of outperformed consumers operates as an endemic emotional theme that, if properly managed, can be harnessed to improve consumer engagement outcomes. Design/methodology/approach: The objectives of the research were addressed via two quantitative studies. In a preliminary descriptive study, the types of services consumers classify as "positional" were identified (n=351) and a measure of consumer perceived positional value was developed (n=179). In the main study, a 2 × 2 between-subjects quasi-experimental design was adopted using a sample of positional service consumers (n=265) with the data analysed via SEM and two-way MANCOVA. Findings: The main study found a significant mediation effect of the envy reflex on the relationship between consumer perceived positional value and the overall likelihood of an engagement intention for outperformed positional service consumers. In addition, specific engagement intentions were predicted for outperformed consumers with a high envy reflex after considering how deserving they perceived a superior performer to be. Originality/value: This research contributes to the burgeoning scholarly interest in the envy reflex as a consumption emotion by demonstrating its influence on consumer engagement outcomes. The research also demonstrates how tactics informed by appraisal theories of emotion can be used to manage endemic emotional themes in service environments to improve engagement outcomes.

Details

Title: Outperformed: how the envy reflex influences status seeking service consumers’ engagement
Authors: Darren Boardman (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Journal of Service Theory and Practice, Vol.28(6), pp.752-773
Publisher: Emerald Group Publishing Ltd.
Date published: 2018
DOI: 10.1108/JSTP-08-2018-0179
ISSN: 2055-6225
Copyright note: Copyright © 2018 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99450753002621
Output Type: Journal article

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