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The paper aims to look into the implications of urban informality in Chris Abani's Graceland as represented in slum life and urban poverty as products of over urbanization and globalization, seeking to unravel multi-layers of the human side of the slum.

The paper examines slum life from a descriptive approach to highlight how people survive under poverty. The study of the culture of slums entails an analysis of the survival techniques and everyday practices of slum dwellers, the relations and patterns of behavior and the outcomes of the interplay between place, culture and power relations in such communities.

The urban slum dwellers utilize everyday forms of resistance which comprise a number of “low-profile techniques” to subvert state-imposed power structures and break the cycle of poverty.

Despite the relevance of a post-colonial approach to the texts, this paper is limited to the study of the impact of urban poverty on individuals.

The margin, represented in the urban poor, is brought into focus and perceived in a new light of empowerment which challenges alienating discourses.

The multidimensional vision of Nigeria in Abani's text highlights the cultural and economic impacts of multiculturalism, neocolonialism and globalization on the urban poor.

The paper formulates a framework for understanding the culture of the slum as a space of a peculiar nature, seeking to deconstruct a fixed view of slum life and poverty culture.

Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and behavioural responses towards the object of envy. This paper aims to investigate whether this pride-envy relationship is bi-directional. Does being envied by others affect consumers’ self-directed feelings of pride, as well as their subsequent attitude towards a product (i.e. the object of envy)?

Three experiments examined how emotional reactions of envy from others may influence consumers’ subsequent affective and attitudinal responses towards their own product or purchase. The first experimental study (n = 129) examined whether exposure to benign envy from others evokes higher levels of authentic pride and positively influences product attitude. The second experiment (n = 159) investigated whether exposure to malicious envy from others evokes high levels of hubristic pride, and therefore, negatively influences product attitude. The third study (n = 80) was a quasi-field experiment seeking to provide further empirical support for the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and their effects on attitude.

The first experiment showed that when participants observed expressions of benign envy towards them, they expressed authentic pride, which ultimately increased positive attitudes towards the product. The second experiment showed that when participants observed expressions of malicious envy towards them, they expressed hubristic pride, which, in turn, reduced positive attitudes towards the product. The effect of malicious envy was further moderated by susceptibility to social influence, whereby the indirect effect of malicious envy on product attitudes was only significant among participants with high susceptibility. The third experiment demonstrated the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and the effects on attitude in a quasi-field study.

The present paper aims to fill a research gap by showing how being the recipient of others’ malicious or benign envy affects consumers’ self-directed feelings of pride, as well as their attitude towards a product that is the object of envy.

The current research is among the first to show that the emotional expressions of other consumers can influence existing consumers’ affective responses and attitudes towards a product. These findings highlight the importance of building a positive culture and community around brands and products, whereby other consumers’ consumption of the brand or product is perceived positively.

To the best of the authors’ knowledge, this study is the first empirical evidence demonstrating that others’ expression of benign (malicious) envy may lead to the self-feeling of authentic (hubristic) pride, which has a downstream effect on attitude towards the product.