TORN BETWEEN ONLINE MEDIA STORIES: TRAIT AMBIVALENCE'S INFLUENCE ON SCHADENFREUDE

TORN BETWEEN ONLINE MEDIA STORIES: TRAIT AMBIVALENCE'S INFLUENCE ON SCHADENFREUDE

Schadenfreude, a bittersweet social phenomenon, is considered an atypical and complicated state that might reflect ambivalent types of sentiments - a mix of both positive and negative reactions and complaints towards others ' misfortunes. This research note reports an exploratory study examinin...

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Veröffentlicht in:Journal of consumer satisfaction, dissatisfaction, and complaining behavior dissatisfaction, and complaining behavior, 2023-12, Vol.36 (2), p.3-14
Hauptverfasser: Hornik, Jacob, Rachamim, Matti
Format: Artikel
Sprache:eng
Schlagworte:
Consumer behavior
Consumers
Digital marketing
Emotions
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Zusammenfassung:Schadenfreude, a bittersweet social phenomenon, is considered an atypical and complicated state that might reflect ambivalent types of sentiments - a mix of both positive and negative reactions and complaints towards others ' misfortunes. This research note reports an exploratory study examining the association between trait ambivalence and four different online marketing schadenfreude stimuli. Based on the results, trait ambivalence appears to provide a novel explanation for schadenfreude responses, suggesting a link between schadenfreude and trait ambivalence when consumers encounter online information about a disliked or rival entity's misfortune.
ISSN:0899-8620