Social comparisons of possessions: When it feels good and when it feels bad

This study examines social comparisons of possessions-what happens when a consumer discovers that someone has a better product or brand. We focus especially on the feelings generated by such comparisons. The feelings of consumers toward social comparisons of possessions could be a potent source of social influence on product purchases. Using remembered incidents of product comparisons, this study investigates the emotions and consequences of these comparisons as well as appraisals. The results shed light on how consumers can become dissatisfied with their possessions and desire to repurchase products they already own.