How to Deal with Negative Publicity: the Importance of Consumer Involvement
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| Format: | Artículo científico |
| Langue: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2005
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| _version_ | 1876444270211104768 |
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| author | Celso Augusto de Matos |
| author_facet | Celso Augusto de Matos |
| contents | How to Deal with Negative Publicity: the Importance of Consumer Involvement Celso Augusto de Matos Ricardo Teixeira Veiga Administración y Contabilidad attitudes experiment involvement company reaction Negative publicity Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigatehow consumers process negative publicity and how companies should react to it. In order to examine this question, twoexperiments were carried out: first, a laboratory experiment which tests how consumers process two different types ofnegative publicity (product attributes or company values); second, a field experiment comparing three different responses (noanswer, 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 thatconsumers have a higher level of involvement with the message when it is concerned with the company´s values and suggesta moderating role of the product involvement on the influence of negative information on corporate image. The second studyextends 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 2005 artículo científico 1415-6555 https://www.redalyc.org/articulo.oa?id=84009605 https://www.redalyc.org/journal/840/84009605/ https://www.redalyc.org/journal/840/84009605/html/ https://www.redalyc.org/journal/840/84009605/84009605.epub https://www.redalyc.org/journal/840/84009605/movil en http://www.redalyc.org/revista.oa?id=840 RAC - Revista de Administração Contemporânea application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração RAC - Revista de Administração Contemporânea (Brasil) Num.2 Vol.9 |
| format | Artículo científico |
| id | redalyc_84009605 |
| institution | Redalyc |
| language | en |
| publishDate | 2005 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | How to Deal with Negative Publicity: the Importance of Consumer Involvement Celso Augusto de Matos Administración y Contabilidad attitudes experiment involvement company reaction Negative publicity How to Deal with Negative Publicity: the Importance of Consumer Involvement Celso Augusto de Matos Ricardo Teixeira Veiga Administración y Contabilidad attitudes experiment involvement company reaction Negative publicity Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigatehow consumers process negative publicity and how companies should react to it. In order to examine this question, twoexperiments were carried out: first, a laboratory experiment which tests how consumers process two different types ofnegative publicity (product attributes or company values); second, a field experiment comparing three different responses (noanswer, 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 thatconsumers have a higher level of involvement with the message when it is concerned with the company´s values and suggesta moderating role of the product involvement on the influence of negative information on corporate image. The second studyextends 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 2005 artículo científico 1415-6555 https://www.redalyc.org/articulo.oa?id=84009605 https://www.redalyc.org/journal/840/84009605/ https://www.redalyc.org/journal/840/84009605/html/ https://www.redalyc.org/journal/840/84009605/84009605.epub https://www.redalyc.org/journal/840/84009605/movil en http://www.redalyc.org/revista.oa?id=840 RAC - Revista de Administração Contemporânea application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração RAC - Revista de Administração Contemporânea (Brasil) Num.2 Vol.9 |
| title | How to Deal with Negative Publicity: the Importance of Consumer Involvement |
| topic | Administración y Contabilidad attitudes experiment involvement company reaction Negative publicity |
| url | https://www.redalyc.org/articulo.oa?id=84009605 https://www.redalyc.org/journal/840/84009605/ https://www.redalyc.org/journal/840/84009605/html/ https://www.redalyc.org/journal/840/84009605/84009605.epub https://www.redalyc.org/journal/840/84009605/movil |