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.
|Publication status||Published - 24 Jun 2011|
|Event||10th International Conference on Research in Advertising (ICORIA) - Berlin, Germany|
Duration: 24 Jun 2011 → 25 Jun 2011
|Conference||10th International Conference on Research in Advertising (ICORIA)|
|Period||24/06/11 → 25/06/11|