Social Comparisons of Possessions: When It Feels Good and When It Feels Bad

Abstract

This study examines social comparisons of possessions-what\nhappens when a consumer discovers that someone has a better\nproduct or brand. We focus especially on the feelings generated by\nsuch comparisons. The feelings of consumers toward social\ncomparisons of possessions could be a potent source of social\ninfluence on product purchases. Using remembered incidents of\nproduct comparisons, this study investigates the emotions and\nconsequences of these comparisons as well as appraisals. The\nresults shed light on how consumers can become dissatisfied with\ntheir possessions and desire to repurchase products they already\nown.

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