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Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes

Author

Listed:
  • Berger Jonah

    (The Wharton School of the University of Pennsylvania, Philadelphia, USA)

  • Sorensen Alan T.

    (Stanford Graduate School of Business, Stanford University, Stanford, USA)

  • Rasmussen Scott J.

Abstract

Can negative information about a product increase sales, and if so, when? Although popular wisdom suggests that “any publicity is good publicity”, prior research has only revealed downsides to negative press. Negative reviews or word-of-mouth, for example, have been found to harm product evaluations and sales. This research flashlight (page 50) considers this matter from a fresh perspective. The authors examine contexts in which negative publicity about a product will have positive or negative effects.

Suggested Citation

  • Berger Jonah & Sorensen Alan T. & Rasmussen Scott J., 2011. "Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes," NIM Marketing Intelligence Review, Sciendo, vol. 3(1), pages 48-53, May.
    • Handle: RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:48-53:n:6
    DOI: 10.2478/gfkmir-2014-0055
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