The Effects of Comparative Processing and Mitigating Information on Customer Choice of a Brand With Negative Attributes

Steven Koppitsch, Bowling Green State University, USA
This paper explores how positive and negative information regarding a brand influences consumer decision-making when comparative processing is encouraged. Results show that when consumers receive mitigating information about a brand’s negative features, that information influences choice when the consumer engages in comparative processing, but not when distracted.
[ to cite ]:
Steven Koppitsch (2014) ,"The Effects of Comparative Processing and Mitigating Information on Customer Choice of a Brand With Negative Attributes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 554-555.