No longer green with envy: Objectifying and destroying negative consumer emotions

Abstract

AbstractEnvy is a natural emotion that can occur to anyone. While envy can be beneficial in a way, it can also bring negative implications on self‐regulatory resources as well. A novel coping mechanism is proposed to help mitigate self‐regulatory failure elicited by envious feelings. The research demonstrates that envy loses its potency when such feelings are objectified by writing about them on a piece of paper, and then physically destroying them. Three laboratory studies (n = 110; n = 159; n = 174) are reported showing that participants who objectify their envious feelings and then destroy them (e.g., by shredding, cutting, tearing, or dissolving) rather than keeping them, exhibit enhanced self‐regulation, as evidenced by reduced acquisitiveness and less indulgent spending, as well as a greater willingness to volunteer. Theoretical and consumer welfare implications are discussed.