Can negative publicity ever increase consumer choice, and if so, when? Three studies, using a combination of econometric analysis and experimental methods, delineate contexts under which negative publicity will have positive versus negative effects. While prior research have shown only downsides...

In this research, we examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). We compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to higher...