Envy in Consumption. The Influence of Envy on Consumers Buying Behavior for Branded Products

Focusing on the psychological aspect of consumer behavior, this study investigates how feelings of envy influence an individual's willingness to pay for products. Conducted as part of a Master's thesis at the Université Paris 1 Panthéon-Sorbonne, it delves into the intersection of offline and online marketing strategies, providing insights into the role of emotions in economic decision-making. The research highlights the implications of envy on consumer choices and pricing strategies in marketing contexts.