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Title: Understanding the negativity effect : the role of processing focus
Authors: Price, Lydia J.
Keywords: Negativity effect
Information processing
Negative information
Issue Date: Apr-1995
Series/Report no.: Marketing Working Paper Series ; MKTG 95.038
Abstract: Numerous studies have demonstrated that negative information has a stronger influence on overall impressions than does positive information of equal intensity. Recent attempts to explain this phenomenon with evolutionary arguments show strong potential for predicting how and when the effect will be manifested. This paper tests information processing implications of one evolutionary perspective (Peeters and Czapinski 1990), finding general support. In particular, empirical evidence indicates that processing of negative information is relatively more objective and integrative whereas processing of positive information is relatively more subjective and less integrative in focus.
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