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Resolving the complexity in Gen Z's envy occurrence: A cross‐cultural perspective
Author(s) -
Colmekcioglu Nazan,
Dedeoglu Bekir Bora,
Okumus Fevzi
Publication year - 2023
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21745
Subject(s) - collectivism , perspective (graphical) , psychology , social psychology , qualitative comparative analysis , set (abstract data type) , empirical research , individualism , epistemology , economics , computer science , artificial intelligence , philosophy , machine learning , market economy , programming language
Envy is an impactful emotion on consumer behaviors, yet envy is quite complex to be comprehended due to its two different forms (malicious and benign). Therefore, it is significant to find out the factors occurring envy to consume to understand the impact and consequences of envy. This empirical study improves our understanding of envy occurrence (malicious or benign) in Generation Z (Gen Z) consumers by comparing two countries (the United States and Mexico) as representing individualistic and collectivistic cultures. We apply complexity theory as a basis for the configurational model, which we test using fuzzy‐set qualitative comparative analysis. We use three configurations—personality, attitudes, and attached importance to participants on social networking sites—to explore causal recipes leading to malicious and benign envy. The findings of this study highlight the differences in Gen Z consumers' envy occurrence regarding configurational factors. In addition to said factors, this research indicates that culture plays a significant role in Gen Z's envy occurrence, thus contributing to the current knowledge set.