Negativity Bias in the Product Prevention Ad Claim

This research examined the negativity bias effect when consumers face with a product prevention ad claim. Data from three experiments show that the negative pre-existing attitude toward a brand and a product category stimulated biased information processing to the negative direction.



Citation:

Jihye Park and H. Rao Unnava (2013) ,"Negativity Bias in the Product Prevention Ad Claim", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Jihye Park, Hankuk University of Foreign Studies, Republic of Korea
H. Rao Unnava, Fisher College of Business, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More

Featured

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Featured

With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA

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.