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Fashionable food: When the sleeper effect turns negative information into positive attitudes

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posted on 2023-06-09, 06:47 authored by Adrienne Foos, Kathleen Keeling, Debbie KeelingDebbie Keeling
Marketers promoting new products online are often faced with the ubiquity of information discounting their marketing messages (e.g. critical responses). However, the counterintuitive sleeper effect posits that negative information can positively impact attitudes under certain conditions (Gruder et al. 1978). Elaborative encoding is expected to modify the sleeper effect by enhancing the persuasiveness of marketing messages accompanied by discounting cues (Mazursky and Schul 1988). The current study investigates the conditions necessary for negative information to have a positive impact on attitudes.

History

Publication status

  • Published

Publisher

Springer International Publishing

Page range

612-614

Pages

842.0

Book title

Ideas in marketing: finding the new and polishing the old: : proceedings of the 2013 Academy of Marketing Science (AMS) annual conference

Place of publication

Cham, Switzerland

ISBN

9783319109503

Series

Developments in marketing science: proceedings of the academy of marketing science

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Editors

Krzysztof Kubacki

Legacy Posted Date

2017-06-19

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    University of Sussex (Publications)

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