Torn Between Online Marketing Stories: Trait Ambivalence’s Influence on Schadenfreude

Authors

  • Jacob Hornik Tel Aviv University, Israel
  • Matti Rachamim Bar Ilan University, Israel

Keywords:

schadenfreude responses, trait ambivalence, media information, rival entity, schadenfreude

Abstract

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.

          

 

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Published

2023-11-15

Issue

Vol. 36 No. 2 (2023): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

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