An Empirical Investigation of the Impact of Negative Public Publicity on Consumer Attitudes and Intentions

Griffin, Mitch; Babin, Barry J.; Attaway, Jill S.
January 1991
Advances in Consumer Research;1991, Vol. 18 Issue 1, p334
Conference Proceeding
Negative publicity episodes have become increasingly common over the past several years. To a marketing practitioner, such incidents represent a serious threat to a firm's well being. A better understanding of consumer reactions to negative publicity may enable marketers to more effectively deal with these threats. Limited academic research, however, has investigated the strategic impact of negative publicity. This paper reports an experimental study intended to explore the influence of various negative publicity scenarios and target firm responses on consumer attitudes and purchase intentions.


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