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Exploring negativity bias in brand beliefs and stated brand switching propensity

conference contribution
posted on 2009-01-01, 00:00 authored by M Winchester, Tiffany Winchester
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.

History

Event

Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)

Pagination

1 - 10

Publisher

Monash University

Location

Melbourne, Victoria

Place of publication

Melbourne, Vic.

Start date

2009-11-30

End date

2009-12-02

ISBN-10

1863081585

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2009, The Author

Editor/Contributor(s)

D Tojib

Title of proceedings

ANZMAC 2009 : Sustainable management and marketing conference

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