Before Applying Envy as a Tactic, Marketers Might Want to Consider Their Consumers' Self-Esteem

More confident buyers are fueled by jealousy to purchase new products, for instance

It’s a strategy that’s as old as advertising itself: Make consumers crave something that others have. In some ads, people watch enviously as a luxury car speeds past, its driver exuding power and success; in others, a couple looks covetingly over their fence toward their neighbor’s greener lawn, their nicer house, their happier kids.