Abstract: Being the target of envy is a complex social phenomenon that profoundly shapes interpersonal dynamics. However, existing research has primarily focused on the envious individual, with limited attention to how those who are envied respond, particularly their willingness to engage in prosocial behavior. Findings remain inconsistent: some studies link being envied to increased prosocial behavior aimed at relationship maintenance, whereas others report reduced helping tendencies driven by status protection. These inconsistencies may stem from a failure to distinguish between benign envy (rooted in admiration) and malicious envy (associated with resentment and potential harm). Additionally, prior research has largely neglected distinctions between types of help—specifically, autonomous help (which empowers recipients to solve problems independently) versus dependent help (which provides direct solutions). This study examined how benign versus malicious envy influences helping willingness and preferences for help types. We hypothesized that malicious envy would reduce helping willingness (H1a) and preference for autonomous help (H2a), whereas benign envy would enhance both (H1b and H2b). These effects were expected to be mediated by agency and communion (H3a-H3b), moderated by interpersonal closeness (H4a-H5b).
Three studies investigated how being envied shapes helping behavior. In Study 1 (N = 405), participants recalled a personal experience of being envied, reported their perceptions of benign versus malicious envy, and indicated their willingness to adopt three types of responses in daily scenarios: no help, autonomous help, or dependent help. Study 2 (N = 216) manipulated envy type (benign, malicious without harm, malicious with harm) and a control condition, then measured participants’ helping intentions (no help, autonomous help, dependent help) using hypothetical scenarios. Study 3 (N = 217; all with work experience) manipulated envy type and interpersonal closeness (high vs. low) in work-related contexts, while assessing participants’ agency and communion levels as well as their helping intentions.
Study 1 revealed that malicious envy reduced helping willingness (especially for autonomous help), whereas benign envy promoted helping, particularly in low-competition contexts. Study 2 confirmed that malicious envy with harm significantly reduced helping willingness, with a stronger effect on autonomous than dependent help; malicious envy without harm did not differ from the control condition. In Study 3, agency mediated the negative effect of malicious envy with harm on helping willingness and preference for autonomous help, whereas communion showed no significant mediation. Interpersonal closeness moderated these relationships: higher closeness attenuated the negative impact of malicious envy with harm on helping willingness, although it did not significantly influence preferences for help types.
This research clarifies how being envied shapes helping decisions by distinguishing between benign and malicious envy. Specifically, malicious envy with harm reduced helping willingness (particularly for autonomous help) through increased agency, whereas benign envy promoted helping in less competitive contexts. Interpersonal closeness mitigated these negative effects, underscoring the role of relational dynamics. By examining different types of help, this study advanced our understanding of prosocial behavior beyond binary help/no-help categorizations. Theoretically, it reconciled conflicting findings by elucidating the psychological mechanisms underlying different types of envy. Practically, it suggests that fostering close relationships may mitigate the negative impact of malicious envy, thereby promoting cooperation in social and workplace contexts. Future research could explore additional mediators, such as threat perception.

Key words: being envied, helping decision, autonomy-oriented help, agency, interpersonal closeness