The Good, the Bad, and the Ugly: Firm Reputation, Advertising Correction, and Consumer Defensiveness

Past research shows corrective advertising can undermine other claims about the same product and damage the reputation of the firm. We find corrective advertising is even more problematic, in that it can undermine responses to different products from the same advertiser, as well as products advertised by second-party firms. This occurred regardless of whether the correction came from the company or an industry regulator. A positive reputation insulated firms against these negative effects, but only when that reputation was based on an endorsement from an independent regulator. The findings are consistent with past research showing that false advertising induces defensive processing.


Peter Darke, Laurence Ashworth, and Robin Ritchie (2007) ,"The Good, the Bad, and the Ugly: Firm Reputation, Advertising Correction, and Consumer Defensiveness", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 326-327.


Peter Darke, Florida State University
Laurence Ashworth, Queens University
Robin Ritchie, Ivey School of Business, University of Western Ontario


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More


Psychological Reactions to Human Versus Robotic Job Replacement

Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More


A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

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.