| Abstract |
| This study aims to find out the psychological characteristics of envious feeling in terms of the exploratory preliminary study, before entering the main study on the envy-provoking ads that is emerging as new advertising strategy. In the result of applying FGI as the research method, it was found people felt the combination of a variety of emotion along with their envious feeling. That is, it was noted that, with envious feeling, there was high possibility of defense mechanism working along with rationalization, escape, devaluation and denial. In this case, the emotional reaction includes the negative feeling such as fury, anger, pain, excitement and hostility, as well as positive feeling such as affinity, new willingness and unburdened feeling. In addition, the envious feeling was caused by a variety of factors such as others` appearance, material resources and ability. It was noted that there was difference between the female and male subjects. The former felt envious mainly of luxury fashion brand(bag, accessories, cosmetics, hair products, foot wear, clothes) or cosmetic surgery operation, while the latter subjects felt envious of new notebook computers, cars, others` good-looking girl friend, ability and expensive liquor and so on. In this study, it was noted that the envious feeling accompanies another types of emotion that has not proved in the previous studies on advertising. It means this study indirectly proved that the envy-provoking ads strategy can be used to make more creative, differentiative and customer-appealing ads among many other ones. In addition, the purport of this study is to provide the basis for the next studies on the envy-provoking ads. |
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