Article ID Journal Published Year Pages File Type
882488 Journal of Consumer Psychology 2009 18 Pages PDF
Abstract

Emotional antecedents of schadenfreude—joy experienced when observing another's downfall—were investigated in a status consumption context. Across 3 studies, status product failure produced schadenfreude and led to intentions to spread negative word-of-mouth (studies 1, 2), and increased negative affect and overall negative attitudes toward the status brand (study 3). Furthermore, studies 1 and 2 suggest that envy (particularly of social attention) can lead to schadenfreude by transmuting into hostile emotions. Finally, these studies suggest that schadenfreude in a consumption context can be precipitated by factors such as degree of target advantage and flaunting of the status product.

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Social Sciences and Humanities Business, Management and Accounting Marketing
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