The influence of negative information on the consumer decision-making process

In this study, the influence of negative information on the consumer decision-making process is experimentally tested. This study examines whether; negative information can have a positive effect on consumer brand-based decisions; and, if consumers can recognize a brand, but not recall accompanying information when this type of decision is made; and if there is a correlation between level of involvement and the likelihood of choosing a service about which negative information was given. Results suggest that subjects do not prefer a service about which they had been given negative information over other unknown services; subjects had a tendency to recognize the brand and recall accompanying negative information; and, there was a correlation between those choosing the negative-information service and level of involvement. The findings imply that consumers will not necessarily choose a familiar name over an unfamiliar one, if what they know about the familiar brand is negative. Also, the correlation between involvement and those choosing the negative information service suggests a relationship between subject relevance and tendency to prefer a familiar brand over an unfamiliar one.