“Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups

C.C. Vonkeman, J.W. Ouwerkerk, Wilco W. Van Dijk

Research output: Contribution to ConferencePaperOther research output

Abstract

The present study investigates when young BlackBerry-users experience schadenfreude and engage in Word-of-Mouth after reading negative news about Apple’s iPhone. The results show that social identification with other BlackBerry-users and domain relevance interactively predict schadenfreude; the more important owning a smartphone is for an individual, the more identification with other BlackBerry-users increases the level of schadenfreude towards iPhone-users. Furthermore, hostile feelings towards the rival consumer group elicited higher levels of schadenfreude, which, in turn, led to a stronger intention to engage in negative Word-of-Mouth. These findings suggest that schadenfreude plays an important role in consumer behavior.

Conference

Conference10th International Conference on Research in Advertising (ICORIA)
CountryGermany
CityBerlin
Period24/06/1125/06/11

Fingerprint

Word-of-mouth
Fruit
Consumer behaviour
User experience
Social identification
Negative word-of-mouth
News
Apple

Cite this

Vonkeman, C. C., Ouwerkerk, J. W., & Van Dijk, W. W. (2011). “Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups. Paper presented at 10th International Conference on Research in Advertising (ICORIA), Berlin, Germany.
Vonkeman, C.C. ; Ouwerkerk, J.W. ; Van Dijk, Wilco W. / “Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups. Paper presented at 10th International Conference on Research in Advertising (ICORIA), Berlin, Germany.
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abstract = "The present study investigates when young BlackBerry-users experience schadenfreude and engage in Word-of-Mouth after reading negative news about Apple’s iPhone. The results show that social identification with other BlackBerry-users and domain relevance interactively predict schadenfreude; the more important owning a smartphone is for an individual, the more identification with other BlackBerry-users increases the level of schadenfreude towards iPhone-users. Furthermore, hostile feelings towards the rival consumer group elicited higher levels of schadenfreude, which, in turn, led to a stronger intention to engage in negative Word-of-Mouth. These findings suggest that schadenfreude plays an important role in consumer behavior.",
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Vonkeman, CC, Ouwerkerk, JW & Van Dijk, WW 2011, '“Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups' Paper presented at 10th International Conference on Research in Advertising (ICORIA), Berlin, Germany, 24/06/11 - 25/06/11, .

“Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups. / Vonkeman, C.C.; Ouwerkerk, J.W.; Van Dijk, Wilco W.

2011. Paper presented at 10th International Conference on Research in Advertising (ICORIA), Berlin, Germany.

Research output: Contribution to ConferencePaperOther research output

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T1 - “Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups

AU - Vonkeman, C.C.

AU - Ouwerkerk, J.W.

AU - Van Dijk, Wilco W.

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N2 - The present study investigates when young BlackBerry-users experience schadenfreude and engage in Word-of-Mouth after reading negative news about Apple’s iPhone. The results show that social identification with other BlackBerry-users and domain relevance interactively predict schadenfreude; the more important owning a smartphone is for an individual, the more identification with other BlackBerry-users increases the level of schadenfreude towards iPhone-users. Furthermore, hostile feelings towards the rival consumer group elicited higher levels of schadenfreude, which, in turn, led to a stronger intention to engage in negative Word-of-Mouth. These findings suggest that schadenfreude plays an important role in consumer behavior.

AB - The present study investigates when young BlackBerry-users experience schadenfreude and engage in Word-of-Mouth after reading negative news about Apple’s iPhone. The results show that social identification with other BlackBerry-users and domain relevance interactively predict schadenfreude; the more important owning a smartphone is for an individual, the more identification with other BlackBerry-users increases the level of schadenfreude towards iPhone-users. Furthermore, hostile feelings towards the rival consumer group elicited higher levels of schadenfreude, which, in turn, led to a stronger intention to engage in negative Word-of-Mouth. These findings suggest that schadenfreude plays an important role in consumer behavior.

M3 - Paper

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Vonkeman CC, Ouwerkerk JW, Van Dijk WW. “Fruit fight”: Schadenfreude and “Word-of-Mouth” among consumer groups. 2011. Paper presented at 10th International Conference on Research in Advertising (ICORIA), Berlin, Germany.