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The Indirect effects of negative information on attitude change

Author: Price, Lydia INSEAD Area: Marketing Series: Working Paper ; 93/43/MKT Publisher: Fontainebleau : INSEAD, 1993.Language: EnglishDescription: 39 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: Numerous studies have demonstrate that negative information cues tend to have a stronger influence on overall impressions than do positive information cues of equal intensity. This paper presents evidence to suggest that cognitive mechanisms other than information weighting may at least partially explain the negativity effect in the realm of product communications. Two experiments are discribed in which negative product test reports evoked systematic changes in product attribute beliefs that were not explicitly targeted in the report. These indirect changes in cognitive structure were found to significantly mediate the relationship between the strength of the targeted attribute belief and attitude change. Changes in non-targeted attribute beliefs were weak and non-systematic when valence of the stimulus test reports was positive
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Numerous studies have demonstrate that negative information cues tend to have a stronger influence on overall impressions than do positive information cues of equal intensity. This paper presents evidence to suggest that cognitive mechanisms other than information weighting may at least partially explain the negativity effect in the realm of product communications. Two experiments are discribed in which negative product test reports evoked systematic changes in product attribute beliefs that were not explicitly targeted in the report. These indirect changes in cognitive structure were found to significantly mediate the relationship between the strength of the targeted attribute belief and attitude change. Changes in non-targeted attribute beliefs were weak and non-systematic when valence of the stimulus test reports was positive

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