Eager Vigilance in Consumer Response to Negative Information: the Role of Regulatory Focus and Information Ambiguity
Negative information about products or companies that consumers encounter in the marketplace is not always certain and clear-cut. This research explores how consumers’ self-regulation affects their response to negative information as a function of information ambiguity. We propose that in a situation of ambiguity (or uncertainty) about negative information, prevention-focused consumers are more susceptible to its influence and are more likely than promotion-focused consumers to downgrade their product evaluations. When negative information is unambiguous and certain, both promotion and prevention-focused consumers will exhibit a large downward attitude change. Three experimental studies tested and confirmed these propositions in three different ambiguous scenarios: (1) when negative product information comes from a source with uncertain credibility; (2) when the cause of a reported product failure is ambiguous, and (3) when product reviews are highly conflicting.
Hua LI and Dwight Merunka (2011) ,"Eager Vigilance in Consumer Response to Negative Information: the Role of Regulatory Focus and Information Ambiguity", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 625-627.
Hua LI, University Paul Cézanne Aix-Marseille (Cergam) and SKEMA Business School, France
Dwight Merunka, University Paul Cézanne Aix-Marseille (Cergam) and Euromed Management Marseilles, France
E - European Advances in Consumer Research Volume 9 | 2011
M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards
Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA
The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg