Negative Spillover Effects of Product-Harm Crisis on Category: Moderating Role of Crisis-Involvement

Abstract:

Product-harm crisis can seriously hurt a firms performance, has a negative impact on entire category. However, do negative spillover effects on category differ when the characteristics of product-harm crisis are varied To verify this question, we conducted a scenario-based experiment and found: The more severe product-harm crisis, the more negative spillover effects on category. High crisis information involvement would cause consumers more changes of category attitude. Meanwhile the impact of crisis severity on category spillover effects will be moderated by the crises-involvement. Based on these findings, we talk about their marketing practice values.

• Periodical: Advanced Materials Research (Volumes 798-799)
• Pages: 877-880
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.798-799.877
• Online since: September 2013
• Authors: Jue Wang
• Keywords: Category, Crisis-Involvement, Moderating Role, Negative Spillover Effects, Product-Harm Crisis

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