The Green-Eyed Monster of Customer Loyalty: Why Jealousy and Envy are Bad for Your Brand's Health

In the world of consumer marketing, where loyalty is the golden ticket, what happens when your most devoted customers start feeling a little... green? No, we're not talking about a love of sustainable products or a penchant for emerald-colored merchandise. We're talking about the good old emotions of jealousy and envy. Yes, folks, it turns out that your loyal customers might just be plotting revenge over that special deal you gave to new customers or that exclusive offer their neighbor bragged about on Facebook.

The Science of Spite: When Customers Turn on You

A study published in the Journal of Consumer Marketing (Hancock, Adams, Breazeale, & Lueg, 2020) sheds light on a somewhat humorous yet terrifying reality for companies: your customers, whom you’ve nurtured with care and discounts, might be seeking revenge if they feel slighted. The research dives deep into the murky waters of consumer psychology, exploring how jealousy and envy can drive customers to engage in what the authors call "revenge-seeking behaviors." In layman’s terms, this means they might start badmouthing your brand online or lodging complaints just to give your customer service team a hard time.

Jealousy vs. Envy: The Evil Twins of Consumer Behavior

Let’s break it down. According to the study, jealousy arises when your customer sees you giving special attention to someone else. It’s like that feeling you get when your best friend suddenly starts hanging out with someone new and cooler. Envy, on the other hand, is when your customer wishes they had what another customer has, even if it’s not your fault they missed out (Hancock et al., 2020).

So, what happens when these emotions take hold? It’s not pretty. Customers who feel jealous might start to feel betrayed, leading them to take revenge on your brand. Meanwhile, envious customers might not blame you directly, but they’ll still find a way to vent their frustration, often through negative online reviews or by making your life difficult with complaints (Hancock et al., 2020).

Why You Should Care (And What You Can Do About It)

Now, before you start picturing your customers as mini supervillains plotting your brand’s downfall, remember that this is all preventable. The key is in managing expectations and perceptions. If you’re running a special promotion, make sure your loyal customers aren’t left in the dark. Better yet, offer them something just as appealing. Transparency is your friend here. Let your customers know why certain promotions exist and how they can benefit next time.

Also, be aware of the power of community comparisons. In our hyper-connected world, customers are constantly comparing notes. If one customer feels like they’re getting the short end of the stick, it won’t be long before others feel the same way. So, engage with your customers, listen to their concerns, and above all, treat them as valued members of your brand community, not just numbers on a spreadsheet.

Conclusion: Keep the Green-Eyed Monster at Bay

Jealousy and envy might be part of human nature, but they don’t have to be part of your customer relationships. By understanding these emotions and proactively managing customer expectations, you can keep your loyal customers happy and your brand’s reputation intact. Because in the end, a happy customer is a loyal customer, and a loyal customer is worth more than any fleeting promotion.

References:

Hancock, T., Adams, F. G., Breazeale, M., & Lueg, J. E. (2020). Exploring jealousy and envy in communal relationship revenge-seeking. Journal of Consumer Marketing, 37(6), 687-699. https://doi.org/10.1108/JCM-06-2019-3300

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