{"title":"检验普通“智慧”:有时坏消息也可能是好消息","authors":"Jonah A. Berger, Alan T. Sorensen, S. Rasmussen","doi":"10.2478/gfkmir-2014-0055","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"36 1","pages":"48 - 53"},"PeriodicalIF":0.0000,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes\",\"authors\":\"Jonah A. Berger, Alan T. Sorensen, S. Rasmussen\",\"doi\":\"10.2478/gfkmir-2014-0055\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":30678,\"journal\":{\"name\":\"GfK Marketing Intelligence Review\",\"volume\":\"36 1\",\"pages\":\"48 - 53\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2011-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"GfK Marketing Intelligence Review\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2478/gfkmir-2014-0055\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"GfK Marketing Intelligence Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2478/gfkmir-2014-0055","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes
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.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
