TY - JOUR
T1 - The Effects of Integrating Advertising and Negative Word-of-Mouth Communications on Message Processing and Response
AU - Smith, Robert E.
AU - Vogt, Christine
N1 - Funding Information:
This research was made possible, in part, by a summer grant from the Indiana University, School of Business. We thank Laura Buchholz, DeAnna Kempf, Prakash Nedungadi, and the Journal of Consumer Psychology reviewers for their thoughtful comments.
PY - 1995
Y1 - 1995
N2 - Although many models of ad processing and response have been developed, most experimental tests of these models have exposed subjects only to advertising stimuli. In the marketplace, however, consumers often receive negative brand information in addition to advertising. In this study, we explored whether traditional models accurately predict ad processing and response when consumers integrate advertising with negative word-of-mouth (WOM) communications about the brand. A test was conducted using four experimental groups: ad only, negative WOM only, advertising then negative WOM, and negative WOM then advertising. Results show that (a) advertising mitigates the detrimental cognitive effects of negative WOM communication (when the ad is processed first) and the detrimental affective and conative effects (when the ad is processed last), (b) integrating ad content with negative WOM communication causes significant changes in the message processing of both, (c) negative WOM communication significantly reduces the perceived credibility of advertising as well as brand attitudes and purchase intentions, and (d) the effect of attitude toward the ad on brand attitude becomes nonsignificant when subjects process both types of information. Implications for marketing research and practice are discussed.
AB - Although many models of ad processing and response have been developed, most experimental tests of these models have exposed subjects only to advertising stimuli. In the marketplace, however, consumers often receive negative brand information in addition to advertising. In this study, we explored whether traditional models accurately predict ad processing and response when consumers integrate advertising with negative word-of-mouth (WOM) communications about the brand. A test was conducted using four experimental groups: ad only, negative WOM only, advertising then negative WOM, and negative WOM then advertising. Results show that (a) advertising mitigates the detrimental cognitive effects of negative WOM communication (when the ad is processed first) and the detrimental affective and conative effects (when the ad is processed last), (b) integrating ad content with negative WOM communication causes significant changes in the message processing of both, (c) negative WOM communication significantly reduces the perceived credibility of advertising as well as brand attitudes and purchase intentions, and (d) the effect of attitude toward the ad on brand attitude becomes nonsignificant when subjects process both types of information. Implications for marketing research and practice are discussed.
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U2 - 10.1207/s15327663jcp0402_03
DO - 10.1207/s15327663jcp0402_03
M3 - Article
AN - SCOPUS:0012703767
SN - 1057-7408
VL - 4
SP - 133
EP - 151
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 2
ER -