Chasing Political Review Storms
Today, brands who take a political stance may receive reviews from supporters and opposers, resulting in a political review storm that provides the consumer very little information diagnostic of product quality. In this research, we investigate the downstream consequences of a political review storm for the brand involved.
Citation:
Johannes Boegershausen and Jared Joseph Watson (2020) ,"Chasing Political Review Storms", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1086-1090.
Authors
Johannes Boegershausen, Erasmus University
Jared Joseph Watson, New York University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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