3-C: Does Incompetence Hurt More Than Immorality? Construal Levels Affect Responses to Negative Brand Information

In three experiments, the authors find that for consumers with a high (low) construal level, incompetence (immorality) information causes lower brand evaluation than does immorality (incompetence) information, respectively in manufacturing and service industries. Also, we confirm that information accessibility and diagnosticity mediate this interaction effect.



Citation:

Bing Han, Liangyan Wang, and Ke Xue (2017) ,"3-C: Does Incompetence Hurt More Than Immorality? Construal Levels Affect Responses to Negative Brand Information", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1032-1032.

Authors

Bing Han, Shanghai Jiao Tong University, China
Liangyan Wang, Shanghai Jiao Tong University, China
Ke Xue, Shanghai Jiao Tong University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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