WHEN DOES NEGATIVE BRAND PUBLICITY HURT?
Author InfoAlokparna (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. Download InfoTo download: If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may
