The Effect Of Newspaper-based Negative Information On ConsumerBrand Attitude

The consumers change or change not their attitude after they watch negative information on newspaper. If both of the answers exist, we put on the second question , which factors make consumers change their attitude? Since we find the links between these factors, we can forecast effectively how the consumers change their attitude and provide the proof for crisis management.There are two parts in this study based on above conclusion ,prior literature and aiming at the student and non-student samples object. First, show the two samples negative information on fictitious or real brand from newspaper and examine the effects of negative information on brand attitudes and information processing. Second, since student and non-student samples have the similar results on attitude, we can mix them and find the causal relationship among variables such as involvement, perceived belief, perceived negativity, self-monitoring and negative attitude from path analysis.Method: Questionnaires . Research instruments include Personal Involvement Inventory by Zaichkowsky, Perceived Belief Scale, Perceived negativity Scale, Brand attitude Scale and Self-monitoring Inventory emended by Tang zhiqun. One-way ANOVA, MANOVA and path-analysis are used to test the effect of variables(such as involvement, perceived belief, perceived negativity,self-monitoring ) on brand attitudes.Conclusion: 1) involvement, perceived belief and perceived negativity interact respectively on fictitious and real brand attitudes. While self-monitoring has no effects on brand attitudes based on negative information. 2) It is unlikely that the effect of negative information is greater when it is related to the intrinsic attribute than the extrinsic attribute, the same as the effct on brand attitude.3) Participants don't perceive product recall information negatively, on the contrary, part of them perceive it positively.In addition, when the negative information is uncertain, not all consumers perceive it negatively.4) there were no critical differences in responses between the student and non-student samples.