2009 Fiscal Year Final Research Report
The effects of negative opinion by Word of Mouth on the evaluation of the brand.
| Project/Area Number |
20830089
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| Research Category |
Grant-in-Aid for Young Scientists (Start-up)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Sophia University |
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Principal Investigator |
SUGITANI Yoko Sophia University, 経済学部, 助教 (40514203)
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| Project Period (FY) |
2008 – 2009
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| Keywords | ブランド / ロコミ(クチコミ) / 消費者 / 態度 / 感情 / 認知 |
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| Research Abstract |
The purpose of this study is to explore the structure of attitude toward brands which are resistant to negative opinions. Study1 showed that the brand attitudes could be divided into two parts ; cognition-based ones and emotion-based ones. Study2 suggested that emotion-based attitudes could be resistant to the bad opinions, and cognition-based attitudes could be deteriorated easily.
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