Negativity and Positivity Biases in Product Evaluations: The Impact of Consumer Goals and Prior Attitudes
Lalwani, Ashok Kumar
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https://hdl.handle.net/2142/84550
Description
Title
Negativity and Positivity Biases in Product Evaluations: The Impact of Consumer Goals and Prior Attitudes
Author(s)
Lalwani, Ashok Kumar
Issue Date
2006
Doctoral Committee Chair(s)
Kent Monroe
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Social
Language
eng
Abstract
Evidence consistent with selective hypothesis testing, but inconsistent with extant theories of the negativity and positivity effects is provided, and four experiments are conducted to systematically test this explanation against the extant theories of negativity and positivity effects. Results indicate that selective hypothesis testing is a viable explanation of negativity and positivity effects, and that its effects occur independently of the other theories in the literature. Results also shed light on how consumer goals and their prior attitudes influence product evaluations. Contributions, limitations, and directions for future research are discussed.
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