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Exploring negativity bias in brand beliefs and stated brand switching propensity

Winchester, Maxwell and Winchester, Tiffany 2009, Exploring negativity bias in brand beliefs and stated brand switching propensity, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-10.

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Title Exploring negativity bias in brand beliefs and stated brand switching propensity
Author(s) Winchester, Maxwell
Winchester, Tiffany
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 10
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) brand beliefs
negativity bias
consumer behaviour
decision-making
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2009, The Author
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040237

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