In:
GfK Marketing Intelligence Review, Walter de Gruyter GmbH, Vol. 3, No. 1 ( 2011-05-1), p. 48-53
Abstract:
Can negative information about a product increase sales, and if so, when? Although popular wisdom suggests that “any publicity is good publicity”, prior research has only revealed downsides to negative press. Negative reviews or word-of-mouth, for example, have been found to harm product evaluations and sales. This research flashlight (page 50) considers this matter from a fresh perspective. The authors examine contexts in which negative publicity about a product will have positive or negative effects.
Type of Medium:
Online Resource
ISSN:
1865-5866
DOI:
10.2478/gfkmir-2014-0055
Language:
Unknown
Publisher:
Walter de Gruyter GmbH
Publication Date:
2011
detail.hit.zdb_id:
2629458-8
SSG:
3,2