Psychology Faculty Publications

Title

College Student BlackBerry Versus Apple Users: A Qualitative-Comparative Analysis

Document Type

Article

Publication Date

2013

Journal Title

International Journal of Information and Operations Management Education

Volume

5

Issue

3

First Page

241

Last Page

254

DOI

10.1504/IJIOME.2013.056003

Abstract

The present study provides an analysis of college student BlackBerry and Apple users from three previously published qualitative research articles. The results were compared in order to show the contrasts, as well as some similarities, between students who use divergent PDA devices. In particular, we note five key differences that seem to demarcate the two groups, based on the qualitative interviews they shared regarding technology use. The differences became evident in the domains of motivation for purchase and continued use, desired outcomes from technology, brand loyalty, group connectedness, and social perceptions. Overall, the BlackBerry users described themselves mostly in utilitarian terms and Apple users framed their perceptions in light of valued cool/artistic elements. The results are discussed with respect to social psychology dynamics, the effects of advertising on consumers, and brand loyalty impacts.

Keywords

BlackBerry users, Apple, Inc., iPhone users, PDAs, social media influences, college students, motivation, desired outcomes, brand loyalty, group connectedness, social perceptions, social psychology dynamics, advertising

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