Foos, Adrienne, Keeling, Kathleen and Keeling, Debbie (2015) Fashionable food: When the sleeper effect turns negative information into positive attitudes. In: Kubacki, Krzysztof (ed.) Ideas in marketing: finding the new and polishing the old: : proceedings of the 2013 Academy of Marketing Science (AMS) annual conference. Developments in marketing science: proceedings of the academy of marketing science . Springer International Publishing, Cham, Switzerland, pp. 612-614. ISBN 9783319109503

Full text not available from this repository.

Abstract

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.

Item Type:	Book Section
Schools and Departments:	School of Business, Management and Economics > Business and Management
Subjects:	Q Science > QZ Psychology
Depositing User:	Debbie Keeling
Date Deposited:	19 Jun 2017 08:18
Last Modified:	19 Jun 2017 08:18
URI:	http://srodev.sussex.ac.uk/id/eprint/68684

📧 Request an update