Thinking Styles and Brand Sandal Denial Effects

초록

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.

키워드