The Effects of Comparative Processing and Mitigating Information on Customer Choice of a Brand With Negative Attributes
This paper explores how positive and negative information regarding a brand influences consumer decision-making when comparative processing is encouraged. Results show that when consumers receive mitigating information about a brand’s negative features, that information influences choice when the consumer engages in comparative processing, but not when distracted.
Citation:
Steven Koppitsch (2014) ,"The Effects of Comparative Processing and Mitigating Information on Customer Choice of a Brand With Negative Attributes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 554-555.
Authors
Steven Koppitsch, Bowling Green State University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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