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When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking
Author(s) -
Monga Alokparna Basu,
John Deborah Roedder
Publication year - 2008
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2008.09.009
Subject(s) - publicity , psychology , perception , context (archaeology) , negative information , social psychology , style (visual arts) , advertising , marketing , business , paleontology , history , archaeology , neuroscience , biology
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.