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When Blemishing Leads to Blossoming: The Positive Effect of Negative Information

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  • Danit Ein-Gar
  • Baba Shiv
  • Zakary L. Tormala

Abstract

This research uncovers a counterintuitive effect of negative information, showing that under specifiable conditions people will be more favorably disposed to a product when a small dose of negative information is added to an otherwise positive description. This effect is moderated by processing effort and presentation order, such that the enhanced positive disposition toward the product following negative information emerges when the information is processed effortlessly rather than effortfully and when the negative information follows rather than precedes positive information. Four studies demonstrate this blemishing effect in both lab and field settings and explore the proposed mechanism and boundary conditions.

Suggested Citation

  • Danit Ein-Gar & Baba Shiv & Zakary L. Tormala, 2012. "When Blemishing Leads to Blossoming: The Positive Effect of Negative Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 846-859.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660807
    DOI: 10.1086/660807
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    Cited by:

    1. Niam Yaraghi & Darrell M West & Ram D Gopal & Ram Ramesh, 2020. "(How) did attack advertisements increase Affordable Care Act enrollments?," PLOS ONE, Public Library of Science, vol. 15(2), pages 1-20, February.
    2. Green, Kesten C. & Armstrong, J. Scott, 2012. "Evidence on the effects of mandatory disclaimers in advertising," MPRA Paper 37766, University Library of Munich, Germany.
    3. Lu, Jingyi & Xie, Xiaofei, 2014. "To change or not to change: A matter of decision maker’s role," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(1), pages 47-55.
    4. Kivilcim Dogerlioglu Demir & Ozge Turut & Ezgi Akpinar Uysal, 2018. "Honesty Only Gets You So Far! The Effect of Two-sided Content on Re-purchase Intentions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 32(1), pages 37-53.
    5. Wang, Yihan & Zhong, Ke & Liu, Qihua, 2022. "Let criticism take precedence: Effect of side order on consumer attitudes toward a two-sided online review," Journal of Business Research, Elsevier, vol. 140(C), pages 403-419.
    6. Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
    7. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    8. Taly Reich & Daniella M Kupor & Rosanna K Smith & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2018. "Made by Mistake: When Mistakes Increase Product Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1085-1103.
    9. Kupor, Daniella & Reich, Taly & Laurin, Kristin, 2018. "The (bounded) benefits of correction: The unanticipated interpersonal advantages of making and correcting mistakes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 165-178.
    10. Sofie Bitter & Sonja Grabner-Kräuter, 2016. "Consequences of customer engagement behavior: when negative Facebook posts have positive effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 219-231, August.
    11. Omar Merlo & Andreas B. Eisingerich & Wayne D. Hoyer, 2024. "Immunizing customers against negative brand-related information," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 140-163, January.
    12. Dominik Gutt & Jürgen Neumann & Steffen Zimmermann & Dennis Kundisch & Jianqing Chen, 2018. "Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes," Working Papers Dissertations 42, Paderborn University, Faculty of Business Administration and Economics.
    13. Andrew E. Wilson & Michael D. Giebelhausen & Michael K. Brady, 2017. "Negative word of mouth can be a positive for consumers connected to the brand," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 534-547, July.
    14. David Santos & Blanca Requero & Manuel Martín-Fernández, 2021. "Individual differences in thinking style and dealing with contradiction: The mediating role of mixed emotions," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-16, September.

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