The joy of pain

Abstract

Purpose 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. Design/methodology/approach The research consists on a series of four studies using different research methods (surveys and experiments) and a mix of quantitative and qualitative analyses. Findings 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. Research limitations/implications 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. Originality/value 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 Nature of Schadenfreude in Consumption Contexts: A Systematic Literature Review

“…From a communication perspective, schadenfreude feelings play a crucial role in mediating the relationship between perceived deservingness and malicious communication aimed at damaging someone's reputation. Schadenfreude is a strong motivator for gloating behavior, particularly in the form of negative word-of-mouth dissemination concerning commercial setbacks, especially when they involve high achievers and individuals perceived as deserving of such misfortunes (Hornik et al, 2019). This also includes instances where companies engage in deceptive corporate social responsibility (CSR) communication practices.…”

The effect of Success, Group Membership and Trustworthiness on Envy, Deservingness and Schadenfreude

“…Studies on justice-based Schadenfreude show that people report Schadenfreude as a consequence of events related to inequality and moral or social norms violated (Berndsen & Feather, 2016;Feather, 1999;Feather, 2008;Feather et al, 2011;Feather et al, 2011). Sherman, 2002Hornik et al, 2019;Pancer et al, 2017;Yucel-Aybat & Kramer, 2017).…”