The Effect of Systems of Thought on Brand Scandal Spillover: Holistic Versus Analytic Cognition Moderating Scandal Spillover and Denial Effects

We propose that different systems of thought influence the likelihood of brand scandal spillover, depending on the degree to which the contents of brand scandals are processed as context-based or focal object-based information. We demonstrate that holistic thinkers are more susceptible to brand scandal spillover than analytic thinkers are when a brand scandal is not directly associated with the product itself. Therefore, scandal spillover correction occurs to holistic thinkers when brand scandal denials are issued, but the denials boomerang to analytic thinkers. In contrast, analytic thinkers make more biased judgments than holistic thinkers do when a brand scandal is directly associated with the product itself. Analytic thinkers correct for scandal spillover when brand scandal denials are presented, but denials or no denials are equally effective to holistic thinkers in this case.



Citation:

Yun Lee and Nara Youn (2011) ,"The Effect of Systems of Thought on Brand Scandal Spillover: Holistic Versus Analytic Cognition Moderating Scandal Spillover and Denial Effects", 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

Yun Lee, University of Iowa, USA
Nara Youn, Hongik University, Korea



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

Algorithm Attraction versus Aversion: The Role of the Perceived Self-Efficacy of the Decision Maker

Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada

Read More

Featured

Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, 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.