Exploding Turkeys and Shattered Reporters: Comparative Ads and Their Unintended Affective Consequences

Ozge Yucel-Aybat, Pennsylvania State University - Harrisburg, USA
Thomas Kramer, University of South Carolina, USA
We propose that when marketers show unfortunate events happening because of using the wrong or a competitor’s product in their comparative ads, they may incidentally invoke “schadenfreude,” defined as a malicious pleasure at the misfortunes of others, which in turn will impact consumers’ purchase intentions and attitudes.
[ to cite ]:
Ozge Yucel-Aybat and Thomas Kramer (2012) ,"Exploding Turkeys and Shattered Reporters: Comparative Ads and Their Unintended Affective Consequences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 791-792.