search query: @journal_id 58 / total: 815
reference: 34 / 815
| Author: | Ahluwalia, R. |
| Title: | How prevalent is the negativity effect in consumer environments? |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 270-279 |
| Index terms: | Consumer behaviour Psychology Communication |
| Language: | eng |
| Abstract: | The negativity effect, or the greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations, is widely believed by media planners and appears to be a well-proven phenomenon in consumer psychology. Although this effect has been extensively documented under conditions of moderate to high processing involvement in the literature, its robustness in consumer environments may be overstated. Specifically, there are important differences btw. the experimental settings in which this effect has typically been obtained and marketplace conditions. |
SCIMA