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Can two negatives make a positive? Social exclusion prevents carryover effects from deceptive advertising

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  • Aghakhani, Hamed
  • Main, Kelley J.

Abstract

This research examines the interactive effects of two negative experiences that consumers can face: feelings of distrust generated by deceptive advertising and social exclusion. Our findings reveal a previously undocumented positive effect of social exclusion. Across two experiments, our findings demonstrate that social exclusion prevents the negative effects of deception from carrying over onto other, honest advertisement. Moreover, this research shows that meaninglessness serves as the underlying mechanism for this interaction effect.

Suggested Citation

  • Aghakhani, Hamed & Main, Kelley J., 2019. "Can two negatives make a positive? Social exclusion prevents carryover effects from deceptive advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 206-214.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:206-214
    DOI: 10.1016/j.jretconser.2018.11.021
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    References listed on IDEAS

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    Cited by:

    1. Khan, Asad & Rezaei, Sajad & Valaei, Naser, 2022. "Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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