Negativity Bias and Positivity Offset: Moderators of susceptibility to evaluative conditioning, behavioral tendencies and brand choice

This study examined possible individual differences in susceptibility to positive and negative evaluative conditioning (EC). These individual differences were related to the relative extent of activation of the positivity and negativity motivational systems that are theorized to underlie affective reactions to stimuli. The Evaluative Space Model (ESM) served as the theoretical framework. Positivity Offset (PO) and Negativity Bias (NB) refer to the relative levels of activation of these separate and independent systems. The results of Experiment 1 indicated that individuals categorized as high in NB formed stronger negative attitudes towards a negatively conditioned CS than those low in NB. The role of PO and NB in moderating approach and avoidance tendencies was also examined. Experiment 2 applied the ESM framework to consumer behavior. The results of Experiment 2 indicated that PO and NB moderated the impact that both positive and negative EC had on the participants' brand choice. Reasons why NB played a greater role over PO in moderating the general impact of EC are discussed.