It Leaves a Bad Taste in Your Mouth: the Impact of Negative Company Information on Consumption Experience

Although consumption experiences (e.g., taste) can be modified through information, researchers commonly employ product-related information (e.g., price, color, etc.). Across two experiments we find that non-product information (corporate social responsibility) information also impacts consumption experiences but only when the information is negative. Further, information timing moderates this effect.



Citation:

John Peloza and Jingzhi Shang (2011) ,"It Leaves a Bad Taste in Your Mouth: the Impact of Negative Company Information on Consumption Experience", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

John Peloza, Simon Fraser University, Canada
Jingzhi Shang, Simon Fraser University, Canada



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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