| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000302919 |
| ISSN: | 1807-7692 |
| Autores: | Matos, Celso Augusto de1 Veiga, Ricardo Teixeira2 |
| Instituciones: | 1Universidade Federal de Minas Gerais, Belo Horizonte, Minas Gerais. Brasil 2Universidade Federal de Minas Gerais, Centro de Pos-Graduacao e Pesquisas em Administracao, Belo Horizonte, Minas Gerais. Brasil |
| Año: | 2005 |
| Volumen: | 2 |
| Número: | 1 |
| Paginación: | 57-72 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Enfoque: | Analítico, descriptivo |
| Resumen en inglés | Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigate how consumers process negative publicity and how companies should react to it. In order to examine this question, two experiments were carried out: first, a laboratory experiment which tests how consumers process two different types of negative publicity (product attributes or company values); second, a field experiment comparing three different responses (no answer, denial/reduction of offensiveness and corrective action) given by the company affected by the negative publicity. Results from the first study confirm the detrimental effect of negative publicity on consumer attitudes, indicate that consumers have a higher level of involvement with the message when it is concerned with the company's values and suggest a moderating role of the product involvement on the influence of negative information on corporate image. The second study extends these findings by identifying different options for company reactions from literature and testing them empirically. Results suggest again the involvement variable as a moderator, now on the influence of company reaction on product image |
| Disciplinas: | Administración y contaduría, Psicología |
| Palabras clave: | Mercadotecnia, Psicología social, Publicidad negativa, Empresas, Consumidores, Actitudes, Involucramiento, Imagen del producto |
| Texto completo: | Texto completo (Ver PDF) Texto completo (Ver HTML) |
