2-N: Does the Negativity Effect Really Work? the Positive-Negative Asymmetry in Computer Brand Evaluation.

We challenge the negativity effect and present empirical evidence showing that in some situations positive information about the brand may have stronger effect on brand evaluation than the negative one. The effect is moderated by the reference point. Our findings add to the discussion on the effectiveness of negative advertising.



Citation:

Magdalena Jablonska and Andrzej Falkowski (2017) ,"2-N: Does the Negativity Effect Really Work? the Positive-Negative Asymmetry in Computer Brand Evaluation.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1035-1035.

Authors

Magdalena Jablonska, SWPS University of Social Sciences and Humanities, Poland
Andrzej Falkowski, SWPS University of Social Sciences and Humanities, Poland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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