The Impact of Information Characteristics on Negative Spillover Effects in Brand Portfolios

Jing Lei, University of Maastricht
Niraj Dawar, University of Western Ontario
Lemmink Jos, University of Maastricht

The impact of information characteristics on negative

spillover effects in brand portfolios

Jing Lei, University of Maastricht

Niraj Dawar, University of Western Ontario

Jos Lemmink, University of Maastricht

 

 

This study investigates the moderating effect of the information characteristics, namely crisis severity and attribution, on the spillover effect of negative information in a brand portfolio context. Three experiments provided validation of hypotheses related to spillover effects. We found that both factors moderate the pattern of spillover effects, although attribution information has a more dominant role in consumers’ interpretation process of negative information. This study sets the boundary conditions for the impact of negative information, and provides marketers with knowledge of situations in which the negative spillover is likely to be strengthened, attenuated, or even diminished.
[ to cite ]:
Jing Lei, Niraj Dawar, and Lemmink Jos (2006) ,"The Impact of Information Characteristics on Negative Spillover Effects in Brand Portfolios", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 324-325.