Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes

Berger Jonah (), Sorensen Alan T. () and Rasmussen Scott J. ()
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Berger Jonah: The Wharton School of the University of Pennsylvania, Philadelphia, USA
Sorensen Alan T.: Stanford Graduate School of Business, Stanford University, Stanford, USA

NIM Marketing Intelligence Review, 2011, vol. 3, issue 1, 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.

Keywords: Negative Publicity; Product Success; Word of Mouth (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:48-53:n:6

DOI: 10.2478/gfkmir-2014-0055

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