Original paper
Comparative advertisements and schadenfreude: when and why others’ unfortunate choices make us happy
Abstract
Comparative advertisements often feature situations depicting consumers who use competitors’ brands being subjected to misfortunes. We examine schadenfreude, the pleasure derived from the misfortunes of others, as an affective response elicited by comparative ads, as well as consumers’ beliefs in tempting fate as a heretofore unexamined influence thereof. Consistent with our theory, we show that comparative ads depicting the misfortunes...
Paper Details
Title
Comparative advertisements and schadenfreude: when and why others’ unfortunate choices make us happy
Published Date
Jul 5, 2017
Journal
Volume
28
Issue
4
Pages
579 - 589
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Notes
History