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Moderators of the negativity effect: Commitment, identification, and consumer sensitivity to corporate social performance
Author(s) -
Liu TsungChi,
Wang ChungYu,
Wu LiWei
Publication year - 2010
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20319
Subject(s) - moderation , psychology , negativity effect , social psychology , context (archaeology) , identification (biology) , publicity , corporate social responsibility , marketing , business , public relations , paleontology , botany , political science , biology
Numerous studies have identified constructs such as commitment and brand familiarity as moderators of negativity effects. However, boundary conditions for this moderation have yet to be identified within a retailing context. This study tries to rectify this gap in the literature. This study finds that three factors (commitment, consumer–company identification, and consumer sensitivity to corporate social performance) moderate attitude change toward a retailer following exposure to moderately negative (vs. positive) publicity. However, given extremely negative information, the buffering effects of the moderating factors disappear, and attitude changes are significant for all consumers. © 2009 Wiley Periodicals, Inc.