Products as Targets of Negative Information: Some Recent Findings

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.

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Year of publication:	1986
Authors:	Weinberger, Marc G.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 20.1986, 3/4, p. 110-128
Publisher:	MCB UP Ltd
Subject:	Communications \| Consumer decision making \| Products \| Psychology

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Type of publication:	Article
Type of publication (narrower categories):	case-report
Language:	English
Other identifiers:	10.1108/EUM0000000004643 [DOI]
Source:	Other ZBW resources

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