Moderators of the negativity effect: Commitment, identification, and consumer sensitivity to corporate social performance

Liu, Tsung‐Chi; Wang, Chung‐Yu; Wu, Li‐Wei

doi:10.1002/mar.20319

Cited by 47 publications

(38 citation statements)

References 64 publications

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“…The empirical study result reveals that the negativity bias is only present in long WOMs with emotional content. Some researchers advocated that negative WOMs were more helpful than positive ones [3,13,14,[18][19][20][21]. However, some other literatures argued that negativity bias existed only under some conditions [32,[36][37][38][39].…”

Section: Discussionmentioning

confidence: 95%

“…Based on the argument of negative bias, negative WOMs are more influential than positive ones and will reduce consumers' purchasing intentions [14]. Negative WOMs are reported as more helpful than positive ones based on results of some empirical studies [i. e. 3,13,14,18,[19][20][21]. However, not all research supported the existence of negativity bias in WOM communication.…”

Section: Introductionmentioning

confidence: 94%

“…The psychological effect of negative bias reveals that negative information usually outweigh other positive information [16,17]. Based on the argument of negative bias, negative WOMs are more influential than positive ones and will reduce consumers' purchasing intentions [14]. Negative WOMs are reported as more helpful than positive ones based on results of some empirical studies [i. e. 3,13,14,18,[19][20][21].…”

Section: Introductionmentioning

confidence: 98%

“…However, consumers usually pay greater attention to negative WOMs than to positive ones [13]. Thus, negative WOMs are more influential than positive ones, and will reduce consumers' purchasing intentions [14]. When WOM includes comments from different viewpoints, it provides people another approach to evaluating the product.…”

Section: Introductionmentioning

confidence: 99%

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Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Wang

Chou

Chen

et al. 2015

Communications in Computer and Information Science

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Abstract. Word-of-mouth (WOM) is a powerful information resource for consumers to judge a product or service. WOM has persuasive power when audiences regard it as helpful. There is a psychological phenomenon, called the negativity bias, in which negative WOMs are usually regarded as more helpful than positive ones. However, not all previous studies supported the existence of negativity bias. This paper examines the negativity bias effect of WOM and explores the moderating effect of length and emotional content on the helpfulness perception of WOM. This study adopted experimental designs of 2 (positive/negative WOMs) X 2 (long/short WOMs) X 2 (WOMs with strong emotion/weak emotion) of 139 subjects. The empirical survey results reveal that length and emotional content of WOMs are influential factors for helpfulness perception of WOMs. Moreover, both length content and emotional content of WOMs also moderate the negativity bias effect of helpfulness perception. The negativity bias effect appears when WOMs are concrete and emotional. Keywords: Word-of-Mouths · Negativity bias effect · Product review IntroductionDuring the purchase decision-making process, the customers search for information about products/services. The information can be provided by the firms (advertising) as well as by other consumers (Word-of-mouths, WOMs). Literatures advocate that WOM is more persuasive than traditional advertising [1][2][3]. People tend to accept the recommendations when the message is from WOMs of unbiased authority, and reject the advertising claim when they believe the message is a sales tool rather than information and guidance [4]. WOM is an informal way of person-to-person communication regarding a brand, a product, service, or their providers [5]. WOM has significant influence on a consumer's purchase decision [6,7] and is a powerful information resource that helps shape consumers' attitude toward a product or service (Katz & Paul, 1996).

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Section: Discussionmentioning

confidence: 95%

Section: Introductionmentioning

confidence: 94%

Section: Introductionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Wang

Chou

Chen

et al. 2015

Communications in Computer and Information Science

View full text Add to dashboard Cite

show abstract

“…An extensive literature provides support of the negativity effect on consumer product judgment and brand evaluation (Basuroy et al 2003;Chiou and Cheng 2003;Lee et al 2009;Liu et al 2010). For example, Lee et al (2009) demonstrate that extreme negative electronic word of mouth has a greater impact on attitude toward the brand and attitude toward the website than a more positive review.…”

Section: Conceptual Framework and Research Hypothesesmentioning

confidence: 94%

The Detrimental Effect of Cause-Related Marketing Parodies

Sabri

2016

J Bus Ethics

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Cause-related marketing (CrM), defined as a firm's communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, criticism of CrM has increased; critics note that some CrM claims mislead consumers regarding their purchases' donative impact. Critics such as consumers and nonprofit advocates are using ad parodies, noncommercial messages that mimic an actual advertisement. In this context, the study investigates how these ad parodies can result in a detrimental impact on consumers' perceptual and behavioral evaluations of the sponsoring brand. By implementing a tightly controlled experiment comparing actual CrM campaigns and CrM parodies, the author shows that the detrimental effects of CrM parodies on brand attitude and word-of-mouth valence can be explained by greater skepticism toward the firm's sincere and altruistic motivations. In addition, the author shows that a robust asymmetry emerges in which CrM ad parodies damage perceptual and behavioral evaluations of brands more than actual CrM campaigns improve them. The authors replicate the results for two kinds of critics and two types of brands. The results provide useful implications for theory and practice, documenting the backfire effect of poorly designed CrM, which may urge brands to move toward more self-regulation of CrM practices.

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Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior

Schmalz

Orth

2012

Psychology and Marketing

149

128

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Attaching consumers to a brand is a cornerstone of relationship marketing as attachment increases loyalty. This research investigates another possible benefit of attachment, its potential and limits for shielding brands from firms’ ethical missteps. Merging motivated reasoning and attachment theories, two studies focus on how brand attachment influences consumer judgments of firm ethics and the emotional and behavioral consequences developing from those. A field study indicates that attachment attenuates judgments of unethical behavior, contributes to emotional ambivalence, and affects purchase intentions. A subsequent experiment corroborates these findings and shows that the buffering role of attachment is limited to conditions when the information about firm ethics is moderately rather than extremely negative. Implications focus on advancing research on ethics and emotional ambivalence in consumer brand relationships and on managerial implications.

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Moderators of the negativity effect: Commitment, identification, and consumer sensitivity to corporate social performance

Cited by 47 publications

References 64 publications

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

The Detrimental Effect of Cause-Related Marketing Parodies

Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior

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