Positively Useless: Irrelevant Negative Information Enhances Positive Impressions
In a series of studies we show that irrelevant information, such as unhelpful user reviews, can enhance product appeal – if framed negatively. When unhelpful reviews appear alongside positive ones, consumers conclude that there is nothing negative to say about the product, which boosts the impact of the positive reviews.
Citation:
Meyrav Shoham, Sarit Moldovan, and Yael Steinhart (2015) ,"Positively Useless: Irrelevant Negative Information Enhances Positive Impressions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 245-246.
Authors
Meyrav Shoham, Technion - Israel Institute of Technology, Israel
Sarit Moldovan, Technion - Israel Institute of Technology, Israel
Yael Steinhart, Tel-Aviv University, Israel
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
Running Through Time: How Life Rhythms Foster Identity Permanence
Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas
Featured
Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions
Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA
Featured
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA