Negativity Bias in the Product Prevention Ad Claim

Jihye Park, Hankuk University of Foreign Studies, Republic of Korea
H. Rao Unnava, Fisher College of Business, Ohio State University, USA
This research examined the negativity bias effect when consumers face with a product prevention ad claim. Data from three experiments show that the negative pre-existing attitude toward a brand and a product category stimulated biased information processing to the negative direction.
[ to cite ]:
Jihye Park and H. Rao Unnava (2013) ,"Negativity Bias in the Product Prevention Ad Claim", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.