The Effect of Schadenfreude on Choice of Conventional Versus Unconventional Options

Thomas Kramer, Baruch College, USA
Ozge Yucel-Aybat, Baruch College, USA
Loraine Lau-Gesk, University of California, Irvine, USA
We examine the relationship between schadenfreude and choice of conventional versus unconventional options. Our results show that consumers are relatively more likely to choose conventional, compromise or safe options when experiencing incidental schadenfreude, in comparison to happiness and to sadness. This effect appears to be driven by consumers’ interpretation of schadenfreude as information regarding which option they should choose.
[ to cite ]:
Thomas Kramer, Ozge Yucel-Aybat, and Loraine Lau-Gesk (2011) ,"The Effect of Schadenfreude on Choice of Conventional Versus Unconventional Options", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.