Outperformed: how the envy reflex influences status seeking service consumers’ engagement
Journal of Service Theory and Practice
ISSN: 2055-6225
Article publication date: 7 November 2018
Issue publication date: 14 November 2018
Abstract
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.
Keywords
Acknowledgements
The authors would like to acknowledge the assistance of Professor Richard Burns who is an invaluable asset to our university. The authors would also like to thank Dr Rory Mulcahy for offering key insights that were instrumental in the finalisation of this paper.
Citation
Boardman, D., Raciti, M.M. and Lawley, M. (2018), "Outperformed: how the envy reflex influences status seeking service consumers’ engagement", Journal of Service Theory and Practice, Vol. 28 No. 6, pp. 752-773. https://doi.org/10.1108/JSTP-08-2018-0179
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited