Tüketim Bağlamında Schadenfreude: Bir Sistematik Literatür Taraması

Year 2023, , 1018 - 1039, 28.10.2023

Mehmet Okan , Neşenur Altıniğne , Didem Gamze Işıksal

https://doi.org/10.25204/iktisad.1347649

Abstract

Bu çalışmada tüketim bağlamında schadenfreude duygusuna ilişkin bütüncül bir bakış açısı ortaya koymak ve tüketicilerin schadenfreude duygularının ardındaki sosyal-psikolojik mekanizmaları teorik olarak açıklayan bir çerçeve sunmak amaçlanmıştır. Bu amaçla mevcut çalışmamızda tüketim bağlamında schadenfreude duygusu üzerine yapılan çalışmaları bütünleştiren sistematik bir literatür taraması gerçekleştirilmiştir. Yapılan sistematik literatür taraması kapsamında, değerlendirme ve sosyal karşılaştırma teorilerine dayanarak schadenfreude duygusunu tetikleyen piyasa ve tüketimle ilgili mekanizmaları ve bu mekanizmaların tüketici ve firmalarla ilgili sonuçlarını açıklayan genel bir çerçeve önerilmiştir. Tüketicinin schadenfreude duygusunun ortaya çıkmasının sosyal karşılaştırmaların değerlendirilmesine bağlı olduğunu savunduğumuz bu çerçevede, schadenfreude duygusunun ardındaki genel değerlendirme yapısını ortaya koyarak bu duygunun ortaya çıkmasında rolü olan piyasa ve tüketimle ilgili faktörler anlatılmıştır. Bu sayede, hem firmalara bu duyguyu yönetme konusunda yol gösterilmiş hem de

Keywords

Schadenfreude, gruplararası teoriler, sosyal karşılaştırma teorisi, tüketim bağlamı

The Nature of Schadenfreude in Consumption Contexts: A Systematic Literature Review

Abstract

This study aims to present a holistic perspective on schadenfreude in the context of consumption and to provide a framework that theoretically explains the social-psychological mechanisms behind consumers' schadenfreude. For this purpose, a systematic literature review integrating studies on schadenfreude in the context of consumption has been conducted in our current study. A systematic literature review that integrates studies on schadenfreude in consumption contexts is employed. Drawing on appraisal theory and social comparison framework, a general overarching framework explaining the market and consumption-related mechanisms that elicit schadenfreude and its consumer and brand-related outcomes is suggested. We argue that the elicitation of consumer schadenfreude is dependent on the appraisal of social comparisons. In this framework, the roles of the market and consumption-related factors behind the schadenfreude elicitation, uncovering the general appraisal structure behind this emotion are explained. By doing this, implications for the firms on how to manage this emotion in the marketplace and the potential consequences of schadenfreude emotion on different types of brand-related outcomes are provided.

Keywords

schadenfreude, intergroup theories, appraisal theory, social comparison theory, consumption

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