Why can’t I be you? The science of envy
28 Jun 2018
Why can’t I be you? The science of envy

Marketers will often trigger envy to make products seem more appealing, but this tactic has the potential to backfire and damage brand perception. Canvas8 spoke to Kirk Kristofferson, a marketing professor at Ivey Business School, to learn how envy influences attitudes for different people.

Kirk Kristofferson

Kirk Kristofferson is an assistant professor of marketing at Ivey Business School, Western University. His research focuses on understanding how social factors in the environment impact our consumption decisions and how the influence of others affects our consumption choices, as well as the way we behave towards other consumers.