Unpacking Consumer Envy Towards Virtual Influencers: Role of Deservingness and Impact on Consumer Engagement
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
This study examines consumer emotional responses to virtual influencers, an area that has remained largely unexplored. Using the lens of cognitive appraisal theory, our results suggest that lower perceived deservingness of virtual influencers reduces envy—an emotion that drives engagement and impacts brand outcomes. Thus, virtual influencers generate lower engagement and weaker brand impact. However, for futuristic brands, virtual influencers appear more aligned, boosting deservingness, envy, engagement, and brand outcomes. Eight experimental studies (four pre-registered) support our framework. These findings deepen our theoretical understanding of consumer psychology and provide practical guidance for digital marketers.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it