Moderators of the Negativity Effect: Commitment, Identification, and Consumer Sensitivity to Corporate Social Performance

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/28068

Title:	Moderators of the Negativity Effect: Commitment, Identification, and Consumer Sensitivity to Corporate Social Performance
Authors:	吳立偉 Wu, Li-Wei Liu, Tsung-Chi Wang, Chung- Yu
Contributors:	東海大學國際經營與貿易學系
Date:	2010-01
Issue Date:	2016-08-24T01:58:28Z (UTC)
Abstract:	Numerous studies have identified constructs such as commitment and brand familiarity as moderators of negativity effects. However, boundary conditions for this moderation have yet to be identified within a retailing context. This study tries to rectify this gap in the literature. This study finds that three factors (commitment, consumer–company identification, and consumer sensitivity to corporate social performance) moderate attitude change toward a retailer following exposure to moderately negative (vs. positive) publicity. However, given extremely negative information, the buffering effects of the moderating factors disappear, and attitude changes are significant for all consumers. © 2009 Wiley Periodicals, Inc.
Relation:	Psychology & Marketing, 27(1), 54 - 70
Appears in Collections:	[國際經營與貿易學系所] 期刊論文

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