So happy for your loss: Consumer schadenfreude increases choice satisfaction

Published on Aug 25, 2020in Psychology & Marketing
· DOI :10.1002/MAR.21399
Dmytro Moisieiev1
Estimated H-index: 1
(York St John University),
Radu Dimitriu6
Estimated H-index: 6
(Sewanee: The University of the South),
Shailendra Pratap Jain14
Estimated H-index: 14
(UW: University of Washington)
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Abstract
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1 Author (Jill M. Sundie)
2 Citations
References67
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We examine the impact of consumers' competitive tendencies on responses to comparative advertising appeals and the underlying role of schadenfreude: pleasure derived from the misfortunes of others. Consistent with our theory that the depiction of others' misfortunes is compatible with more-competitive consumers' concerns for distinguishing themselves via competition, our studies show that comparative ads are associated with greater schadenfreude, as well as more favorable attitudes and a greater...
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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 involving lower-quality (vs. higher-quality) competitors el...
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