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



Share Proceeding

Featured papers

See More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

Examining the Link between Predicted Identity Change and Future Well-Being

Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

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.