Negative Consumption Episodes, Counterfactuals and Persuasion

Kai-Yu Wang, Brock University, Canada
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Shailendra Jain, University of Washington, USA
Our investigation examines whether a counterfactual mind-set evoked by a negative consumption episode may influence information processing and persuasion in subsequent consumption contexts. The results showed that when presented with comparative ads, counterfactual thinking respondents (vs control respondents) generated higher evaluations. Reverse effects were observed when presented with noncomparative ads.
[ to cite ]:
Kai-Yu Wang, Xiaojing Yang, and Shailendra Jain (2012) ,"Negative Consumption Episodes, Counterfactuals and Persuasion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 614-615.