Broken Promises: Misleading Advertising, Disconfirmation and Generalized Distrust

Previous research shows that product failure not only has important implications for evaluations of the target product but can also carryover to evaluations of other closely related products. Such carryover effects are said to occur primarily through perceptions of similarity between the product categories and/or the brands. The current research identifies a generalized distrust effect as an alternative mechanism that produces even broader carryover effects. The distrust mechanism is identified through tests of both mediation and moderation. Finally, the carryover effects produced by generalized distrust are also shown to be highly persistent, in that they continue to exert a negative influence despite the opportunity for direct product testing. In general, the results suggest that consumer distrust is an important byproduct of expectancy disconfirmation that can have broad effects on subsequent product evaluations.



Citation:

Peter Darke, Laurence Ashworth, and Kelley Main (2011) ,"Broken Promises: Misleading Advertising, Disconfirmation and Generalized Distrust", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 542.

Authors

Peter Darke, Schulich School of Business, York University, Canada
Laurence Ashworth, School of Business, Queens University, Canada
Kelley Main, Asper School of Business, University of Manitoba, Canada



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More

Featured

A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More

Featured

F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.