Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity

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Winchester, Maxwell and Winchester, Tiffany M (2009) Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity. In: Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.), 30 November - 2 December 2009, Melbourne, Victoria.

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 Conference or Workshop Item (Paper)
URI https://vuir.vu.edu.au/id/eprint/6746
ISBN 1863081585
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1504 Services
Keywords ResPubID19690, brand beliefs, negativity bias, consumer behaviour, decision-making
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