Alokparna (Sonia) Basu Monga (The University of Texas at San Antonio) Deborah Roedder John (University of Minnesota)
Abstract
Negative publicity can diminish positive consumer perceptions of a brand. We explore the impact of processing style on mitigating the effects of negative publicity. We hypothesize that holistic thinkers are less susceptible to negative publicity information than are analytic thinkers. Holistic thinkers are more likely to consider external context-based explanations for the negative publicity, resulting in little or no revision of beliefs about the parent brand. Analytic thinkers, in contrast, are less likely to consider contextual factors, attributing negative information to the parent brand and updating their brand beliefs accordingly. Across three studies, we find support for our predictions.
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Publisher Info
Paper provided by College of Business, University of Texas at San Antonio in its series Working Papers with number
0044.
Find related papers by JEL classification: M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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