Levels of Focus: the Impact of Optimism on Consumer Information Processing

Kai-Yu Wang, Brock University, Canada
Xiaojing Yang, University of Wisconsin-Milwaukee, USA
Laura Peracchio, University of Wisconsin-Milwaukee, USA
Little research has examined the influence of optimism on consumers’ information processing. This research reports two studies exploring the effects of optimism on brand attitudes in response to advertising. As anticipated, under low relevant ad message conditions, optimists generated higher brand attitudes than pessimists when the ad format is noncomparative whereas the reverse was true when the ad format is comparative. A different pattern of effects was observed when the ad message was highly relevant. We further explored the process that underlies these effects.
[ to cite ]:
Kai-Yu Wang, Xiaojing Yang, and Laura Peracchio (2009) ,"Levels of Focus: the Impact of Optimism on Consumer Information Processing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 740-741.