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Can Advertising Compensate the Detrimental Effects of Negative Online Product Reviews?

机译：广告能否补偿负面的在线产品评论带来的不利影响？

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Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether cognition-based versus emotion-based advertising can weaken or even compensate the negative effects that such reviews have on consumers' attitudes. The results of a preliminary study show the strong harmful impact of negative online product reviews. The findings of two main studies provide the notion that cognition-based and emotion-based advertising have about the same potential to recover consumers' negative attitudes, but can also lead to unsolicited reactions in terms of even more negative attitudes, particularly when emotion-based advertising is used. The results further show that consumers' predisposition to show reactance can at least partly explain such negative reactions.
机译：迄今为止，可以弥补负面在线产品评论的不利影响的广告策略在市场研究中尚未引起足够的重视。本文的目的是填补这一空白，并研究基于认知的广告与基于情感的广告是否可以削弱甚至弥补这种评论对消费者态度的负面影响。初步研究的结果显示了负面的在线产品评论的强大有害影响。两项主要研究的结果提供了这样一种观念，即基于认知的广告和基于情感的广告具有恢复消费者消极态度的相同潜力，但也会以更消极的态度导致主动的反应，尤其是在基于情感的情况下。使用广告。结果进一步表明，消费者倾向于表现出电抗的倾向至少可以部分解释这种负面反应。

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