Article1999

Riding the coat‐tails of a positive review: rave reviews and attitude transfer

Kenneth J. Chapman · Andrew B. Aylesworth

25 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Investigates the attitude transfer that can occur when a product receives rave reviews. As expected, incorporating rave reviews into an advertisement positively influences the evaluation of the advertised product and the parent company. In addition, our findings indicate that the positive evaluation from the rave reviews transfers to other products. Further, the results show that attitude transfer occurred not only to related products within the brand, but also had a small effect on related products outside the brand family. These findings are discussed in terms of a model of memory as an associational network. The results suggest several advertising strategies that will allow a firm to accrue benefits from a product that has received some form of rave reviews.

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References

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