Products as Targets of Negative Information: Some Recent Findings

Abstract

Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the marketplace, the literature has barely given notice to negative communications. This article presents a series of four experimental studies designed to make a start towards filling the void in our understanding of negativity.

Citation

Weinberger, M.G. (1986), "Products as Targets of Negative Information: Some Recent Findings", European Journal of Marketing, Vol. 20 No. 3/4, pp. 110-128. https://doi.org/10.1108/EUM0000000004643