The Impact of Altruism and Envy of Competitive Behavior and Satisfaction
This paper argues that it is important to include the other party's payoff in a competitor's utility (satisfaction) function. Examples of the impact are provided as well as implications for multi-stage games (competitions). A sample of 200 provides empirical support for the critical role other party results play in satisfaction, in particular the importance of relative payoffs. Several implications emerge, including a parsimonious explanation for the exponential pattern of shares in mature markets.
Source: International Journal of Research in Marketing
Lehmann, Donald. "The Impact of Altruism and Envy of Competitive Behavior and Satisfaction." International Journal of Research in Marketing 18, no. 1 (June 2001): 5-17.