The Power of Positive Thinking: Asymmetrical Affective Perseverance in Consumer Brand Judgments

Brent Coker, University of Melbourne
This research explores an effect we call Asymmetric Affective Perseverance, whereby a positive attitude continues to influence brand judgment when replaced by a negative attitude, but negative attitudes do not continue to influence judgment when replaced by a positive attitude under the same conditions.
[ to cite ]:
Brent Coker (2011) ,"The Power of Positive Thinking: Asymmetrical Affective Perseverance in Consumer Brand Judgments", 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.