It Leaves a Bad Taste in Your Mouth: the Impact of Negative Company Information on Consumption Experience

John Peloza, Simon Fraser University, Canada
Jingzhi Shang, Simon Fraser University, Canada
Although consumption experiences (e.g., taste) can be modified through information, researchers commonly employ product-related information (e.g., price, color, etc.). Across two experiments we find that non-product information (corporate social responsibility) information also impacts consumption experiences but only when the information is negative. Further, information timing moderates this effect.
[ to cite ]:
John Peloza and Jingzhi Shang (2011) ,"It Leaves a Bad Taste in Your Mouth: the Impact of Negative Company Information on Consumption Experience", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.