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.


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.


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


NA - Advances in Consumer Research Volume 41 | 2013

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