Abstract：Three types of negative brand publicity—product performance accident, corporate immorality, and morality-related performance failure---- are defined. Need for cognition is introduced as a moderate variable to study the different spillover effect between the two types of immorality brand publicity. Findings of natural experiment show: 1) for low NFC subjects, the spillover effect of morality-related performance failure on product category attitude and purchase intent of competing brand is stronger than corporate immorality events; but for high NFC subjects, there is no significant difference. And morality-related performance failure events have a greater effect on product category attitude and purchase intent of competing brand of low NFC subjects than on high NFC subjects; but no significant difference in the spillover effect of the corporate immorality publicity is found between low and high NFC subjects.
庄爱玲;余伟萍. 道德关联品牌负面曝光事件溢出效应实证研究——事件类型与认知需求的交互作用[J]. , 2011, 1(10): 60-67.
ZHUANG Ai ling;YU Wei ping. An Empirical Study of the Spillover Effect of Immorality Brand Publicity:The Interaction of Event Type and Need for Cognition. , 2011, 1(10): 60-67.
2011, Vol. 1 
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