[HTML][HTML] Negative Emotions Will Be Welcomed: The Effect of Upward Comparison on Counterhedonic Consumption
S Liang, T Zhang, J Li, Y Zhang, Y Tang, L Bi, F Hu… - Behavioral …, 2024 - mdpi.com
Upward comparisons are prevalent in life and have a significant influence on consumer
psychology and subsequent behavior. Previous research examined the effects of upward …
psychology and subsequent behavior. Previous research examined the effects of upward …