Can Advertising Compensate the Detrimental Effects of Negative Online Product Reviews?

Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether cognition-based versus emotion-based advertising can weaken or...

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Bibliographic Details
Published in:Marketing (Munich) 2014-01, Vol.36 (4), p.240-256
Main Authors: Bambauer-Sachse, Silke, Mangold, Sabrina
Format: Article
Language:English
Subjects:
Abhandlungen
Advertising
Attitude change
Attitudes
Brands
Consumer advertising
Consumer attitudes
Consumer behaviour
Consumers
Emotional expression
Internet
Marketing
Reactance
Slogans
Social influence
Word of mouth advertising
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Summary:Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether cognition-based versus emotion-based advertising can weaken or even compensate the negative effects that such reviews have on consumers’ attitudes. The results of a preliminary study show the strong harmful impact of negative online product reviews. The findings of two main studies provide the notion that cognition-based and emotion-based advertising have about the same potential to recover consumers’ negative attitudes, but can also lead to unsolicited reactions in terms of even more negative attitudes, particularly when emotion-based advertising is used. The results further show that consumers’ predisposition to show reactance can at least partly explain such negative reactions.
ISSN:0344-1369
DOI:10.15358/0344-1369_2014_4_240