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.
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.
Steven Koppitsch, Bowling Green State University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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