From Blemishing to Blossoming: the Positive Effect of Negative Information

Danit Ein-Gar , Tel-Aviv University, Israel
Baba Shiv, Stanford University, USA
This research explores a blemishing effect, whereby including negative information in a product description can enhance product evaluations. This effect emerges under low processing conditions and when the negative information follows rather than precedes positive information. Four experiments demonstrate this effect and explore its mechanism and boundaries.
[ to cite ]:
Danit Ein-Gar and Baba Shiv (2011) ,"From Blemishing to Blossoming: the Positive Effect of Negative Information", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 25-26.