Self-Brand Connection, Schadenfreude, and Sympathy: a Person-Centered Approach to Understanding Emotional Reactions to Product Failure

Sarah Roche, University of Texas at San Antonio, USA
Jill Sundie, University of Texas at San Antonio, USA
Daniel Beal, University of Texas at San Antonio, USA
Andrew W. Perkins, Western University, Canada
Emotional responses to upward social comparisons involving status products, and product failure, were examined via latent profile analyses. Diverse emotion profiles were predicted by self-brand connection. A strong brand connection can buffer against the experience of hostile envy, and schadenfreude after product failure, unless consumers hold certain socially dysfunctional traits.
[ to cite ]:
Sarah Roche, Jill Sundie, Daniel Beal, and Andrew W. Perkins (2013) ,"Self-Brand Connection, Schadenfreude, and Sympathy: a Person-Centered Approach to Understanding Emotional Reactions to Product Failure ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.