Earticle

초록

영어

This paper examines how different contents of negative publicity and systems of thought jointly affect consumer reactions to brand scandals and the spillover correction effects of denials. We demonstrate that different systems of thought influence the likelihood of brand scandal spillover, depending on the degree to which the contents of brand scandals are processed as context-based or focal object-based information. Holistic thinkers are more susceptible to brand scandal spillover than analytic thinkers are when a brand scandal is not directly associated with the product itself. Therefore, scandal spillover correction occurs to holistic thinkers when brand scandal denials are issued, but the denials boomerang to analytic thinkers. In contrast, analytic thinkers make more biased judgments than holistic thinkers do when a brand scandal is directly associated with the product itself. Analytic thinkers correct for scandal spillover when brand scandal denials are presented, but denials or no denials are equally effective to holistic thinkers in this case.

목차

요약
 Ⅰ. Introduction
 II. Theoretical Background
  2.1. Brand Scandal Spillover
  2.2. Intrinsic versus Extrinsic Scandal Content
  2.3. Analytic versus Holistic Thinking Style
  2.4. Scandal Content and Thinking Style on  Scandal Spillover
  2.5. Scandal Denial
 III. Experiment
  2.1. Experiment 1
  3.2. Experiment 2
 IV. General Discussion
 References

키워드

저자

• Nara Youn [ Associate Professor of Marketing Hongik University( ]
• Yun Lee [ Assistant Professor of Marketing, Department of Management and Marketing Reginald F. Lewis College of Business, Virginia State University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  마케팅관리연구 [Journal of Marketing Management Research]

• 간기

  계간

• pISSN

  1229-7798

• 수록기간

  1995~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330