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Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity

Winchester, Maxwell and Winchester, Tiffany M (2009) Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity. In: Sustainable Management and Marketing. Australian and New Zealand Marketing Academy (ANZMAC), Melbourne, Australia, pp. 1-10.

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Abstract

Negativity bias has been well studied by psychologists but limited research has been conducted on it in a marketing context. Given previous research, this exploratory study aims to examine whether there are any negativity bias effects in brand beliefs and whether there is any influence on stated brand switching propensity amongst current users of a brand. The results suggest that there is a negativity bias evident in brand image data.

Item Type: Book Section
ISBN: 1863081585
Uncontrolled Keywords: ResPubID19690, brand beliefs, negativity bias, consumer behaviour, decision-making
Subjects: Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1504 Services
Depositing User: VUIR
Date Deposited: 03 May 2011 05:54
Last Modified: 23 May 2013 16:59
URI: http://vuir.vu.edu.au/id/eprint/6746
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