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This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined.

Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26.

The results show that LBA has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others.

The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships.

This is one of the first few studies that have examined the relationships amongst consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

One particular egregious type of workplace mistreatment is supervisor abuse, which has received extensive attention due to its heavy cost to organizations including up to 23 billion dollars in annual loss resulting from increases in absenteeism, health care costs, and productivity loss. Employees attribute causes to abusive supervision, and these attributions impact subsequent reactions. In some cases, employees may feel that abusive supervision is justified, leading to the reaction of Schadenfreude, or pleasure in another’s pain. In this chapter, we discuss antecedents to Schadenfreude, its role in observed mistreatment, and propose a conceptual model based on attribution theory.

This study examines the relationship between in-group identification, intergroup schadenfreude, and the tendency to aggress against out-group members. More specifically, it assesses whether intergroup schadenfreude mediates the identification–aggression link.

This study is a cross-sectional study with the variables studied being in-group identification, intergroup schadenfreude, and tendency to aggress toward out-group members. A total of 123 participants were recruited for this study and questionnaires measuring each variable was administered to participants.

The results from a cross-sectional survey indicate a positive correlation between in-group identification and intergroup schadenfreude and between intergroup schadenfreude and tendency to aggress against out-group members. The results from this study also show that intergroup schadenfreude mediates the relationship between in-group identification and the tendency to aggress against out-group members.

Given the nature of cross-sectional study, claims regarding causal nature of the variables studied could not be made. Further, this study was also contextualized within the political context making expression of schadenfreude more “acceptable” and more easily expressed among participants. Suggestions for further research suggestions are discussed is light of these limitations.

Findings of this study highlight the importance of understanding intergroup schadenfreude in group contexts, and how such emotions can be employed by leaders to instigate, rather than diminish aggressive tendencies against out-group members.

This is one of the few studies to demonstrate that rather than diminishing tendencies to engage in aggressive behaviors, schadenfreude, when experienced within group settings, can instead elicit intentions to aggress against rival or opposing group members.

Recent research on word-of-mouth (WOM) has presented consistent evidence on the importance of secondary WOM (sWOM) on online user-generated content (UGC) and on diffusion of positive and negative commercial information. The purpose of this paper is to investigate what motivates consumers to spread, via electronic WOM communication, negative information about commercial entities adversity using malicious verbal narratives. Based on concepts related to the joy of pain (schadenfreude) and gloating behavior the authors propose a set of hypotheses designed to test two key moderators (perceived deservingness and entity’s status) as well as the process of spiteful dissemination like content assimilation, dissemination time and duration.

The research consists on a series of four studies using different research methods (surveys and experiments) and a mix of quantitative and qualitative analyses.

Results show that actively communicating about others’ adversity (i.e. gloating behavior) provides an outlet to the passive observation of others’ adversity (i.e. schadenfreude feelings). Results indicate that schadenfreude and gloating are linked to the perceived deservingness of a commercial entity and entity status (the tall poppy syndrome). Results also show that malicious feelings and gloating behavior cause consumers to disseminate information more widely, more rapidly, for a longer period and frequently distort its content.

The findings contribute to literature on WOM by introducing an approach that highlights the potential negative effects of WOM on the dissemination of commercial information that might harm the relevant commercial entity’s reputation and goodwill.

This study illuminates the prevalence of negative rhetoric in WOM and supports the theory schadenfreude motives as a trigger for gloating behavior in the form of disseminating negative, malicious and intense WOM regarding commercial setbacks. This research is the first to examine and demonstrates that when it comes to WOM communication, schadenfreude feelings and gloating behavior might play a central role in the dissemination of negative information and the two constructs’ role in understanding infostorms, the sudden flow of large quantities of negative WOM using strong gleeful exultation. This study is the first to examine these phenomena in the business setting.

The impact of ideological polarization has been a serious concern, given its damages to society. In addition, Schadenfreude is increasingly common in the era of ideological polarization. Previous literature may have discussed the cause and outcomes of schadenfreude in general but not specifically related to ideological polarization. This study aims to serve to establish a more informed understanding of online schadenfreude as an outcome of ideological polarization and help society recover from the damages.

The authors adopted a case research method with netnography for our study, given that the authors are exploring the phenomena of online schadenfreude, which involves multiple dimensions.

The authors identified a three-level model that illustrates how schadenfreude is driven as an outcome of ideological polarization, i.e. macro-environment, camp/partisan and target. These factors of different levels involve political viewpoint differences, perceived appearance, personal conduct, aggressive norms and polarized environment with a lack of conventional opinion expression channel. Moreover, attackers may demonstrate a belief in Karma, creativity and a sense of humor and may call for actions.

While previous literature focused on the relationship between fake news, echo chambers and ideological polarization, this study is a relatively earlier one on studying schadenfreude as an outcome of ideological polarization, which would facilitate to formulate the solution to repair the damages created to ideological polarization. The authors also discussed the enablers as well as the self-reinforcing nature of ideological polarization, and provided some practical implications for politicians and government officials.

In this chapter, we explore the implications of benign and malicious envy in the workplace and suggest methods by which leaders can manage the situational context to minimize negative responses to envy and promote positive responses. We argue that three aspects of the organizational context are especially influential in the development of envy: perceptions of fairness, employees’ feelings of control over their situation, and organizational culture. All three impact whether felt envy will be benign or malicious. In addition, the right organizational culture can prevent any feelings of malicious envy from leading to undesirable behaviors. We suggest that by fostering justice, promoting employee feelings of control, and exemplifying an ethical organizational culture leaders can manage the manifestation of envy and resulting behaviors in a positive direction.

The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.

The study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach.

This study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened.

This study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance.

This paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance.

The purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate.

This national survey of US sport consumers used a novel approach to explore whether and with whom rivals discuss National Football League (NFL) game outcomes. The survey captured both uniplex and multiplex data by asking respondents to name rival discussants with whom they had recently interacted, and the fan behaviors they exchanged with those named rival discussants.

Through use of this novel data collection approach, new findings were uncovered related to blasting, glory out of reflective failure, schadenfreude and the influence of team identification on the exchange of rivalry fan behaviors. The results of the uniplex and multiplex data analyses uniquely showcase the ways in which social identity theory combines with team identification to enact rivalry behavior.

This research is the first to precisely dichotomize the psychological antecedents from the communicated behavior between rival fans. Results reveal the precise ways in which team identification influences discordant communication between rival fans, which differs from past research in an interesting new way.

This manuscript reports an exploratory investigation to integrate emotions into the study of post-crisis communication. Using the discussion of the role of affect in Attribution Theory, the research integrates emotion into Situational Crisis Communication Theory (SCCT), one approach to post-crisis communication. SCCT uses crisis responsibility, how much people believe the organization is responsible for the crisis, to determine the most effective post-crisis communication strategy for protecting the organization's reputation. The research examines the amount of sympathy, anger, and schadenfreude generated by a variety of crisis types. The focus is on the connection between these three emotions and perceptions of crisis responsibility. The results suggest how emotion can be integrated into post-crisis communication and supports the value of including emotion in future research.

The purpose of this paper is to explore potential negative outcomes of high fan identification as well as to identify the causal mechanism or mediator by which high identification may result in such negative responses.

A scale development process was used to develop a new mediating construct for the fan identification literature, the Importance of Winning Index (IWIN). Structural equations modeling was used to analyze the surveys.

The IWIN construct represents a new and distinct construct from fan identification. Additionally, IWIN mediates the relationship between fan identification and negative outcome behaviors, thus serving as an explanatory mechanism of when fan identification can produce negative behaviors (in this study Schadenfreude, or wishing ill/harm on rivals).

A student sample and limitation to one context of negative outcomes leaves opportunities for future research to assess the generalizability of these results across various populations and contexts.

Schadenfreude is manifested toward a variety of targets associated with a rival team, including the team's sponsors. Companies should be cautious when selecting what teams they sponsor so that they do not alienate potential consumers who are fans of rival teams. Moreover, the study raises important ethical and social responsibility issues with broader implications suggesting that sports organizations need to promote strong identification among their fans in a responsible manner.

This article is one of few studies that addresses the adverse effects of a highly identified fan/customer base and extends the identification literature by introducing a new variable (IWIN) that mediates the relationship between identification and negative outcomes.