A Cross-cultural Study on Processing of Negative Information

Fang Liu, Mingzhou Yu, Julie Anne Lee

Research output: Contribution to conferenceAbstract

Abstract

In today’s marketplace, consumers are often exposed to negative brand information, and prior research has found a detrimental impact of negative brand information. However, negative brand information may not always have negative consequences. The main objective of the current study is to investigate the influence of culture on consumers’ responses to negative publicity that differs in severity, including information search and negative word-of-mouth, in addition to brand attitudes and intentions.
Original languageEnglish
Publication statusPublished - 29 Jun 2017
EventThe 10th Biennial Congress of the International Academy for Intercultural Research: Applying Research to Improve Intercultural Relations - College of Staten Island, New York, United States
Duration: 25 Jun 201729 Jun 2017
http://oae.csi.cuny.edu/iair/

Conference

ConferenceThe 10th Biennial Congress of the International Academy for Intercultural Research
CountryUnited States
CityNew York
Period25/06/1729/06/17
Internet address

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    Liu, F., Yu, M., & Lee, J. A. (2017). A Cross-cultural Study on Processing of Negative Information. Abstract from The 10th Biennial Congress of the International Academy for Intercultural Research, New York, United States.