Published examines the heated rivalry between smartphone fans with the help of Terry marketing professor Candice Hollenbeck

iPhone users and Android users bicker regularly on online message boards. Whenever a new phone or operating system is released, the vitriol between rivals ratchets up a notch, the article says.

"No large brand is immune to criticism," said Hollenbeck, who specializes in consumer learning and social behavior. "Because they have the power and influence, eyes start turning to them."

The full article is available free online.