THE ENVY PREMIUM
Does being envious of someone make you more willing to spend more on in-game purchases? Quite possibly. Other studies by Van De Ven, Zeelenberg and Pieters found that benign envy can even motivate us to pay an ‘envy premium’ for products. Subjects in their study who were made envious of another person’s iPhone were willing to pay 64 per cent more than a non- envious control group for a new phone to narrow the gap caused by their gadget envy. Interestingly, another group that experienced malicious envy – that is, they didn’t think the person in question deserved the iPhone and wanted them not to have it – were willing to pay more for a Blackberry phone as a way to simultaneously reduce the envy and differentiate themselves from someone they had looked down on. Think on this the next time you look at a rival and want to buy a better outfit for your character or preorder the expansion pack to get a unique weapon.