Emotions influence consumer behaviour. Posts from social media friends can be emotional triggers for consumption. Benign envy motivates people to buy the same product as the envied friend has on social media. Malicious envy motivates people to buy a different and all-the-more superior product to distance themselves from the envied friend on social media. Analyse how benign and malicious envy arising from social comparisons on social media impact consumers' perception, memory and decision making. Judge the implications of benign and malicious envy on consumers' happiness and illustrate this with a daily life example.