Using envy as a marketing tool can backfire

Posted by on June 5, 2018 1:28 pm
Categories: health

For decades, marketers have used envy to sell, attempting to cash in on consumers’ desire to want what others have. But does it actually work? According to a new study, employing envy can boost brands but it can also completely backfire — and it depends on a consumer’s self-esteem.

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