Masters Theses

Lisa J. Lyon

Date of Award

5-1996

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Candace White

Committee Members

Jeffrey Wilkinson, Charles E. Caudill

Abstract

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.

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