| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 91 === Negative information seems to be more persuasive than positive, so that negative publicity gets more prevalent in the marketplace. Meanwhile, enterprises being attacked by negative publicity will lose their profit and market share shortly, and their positions and images in the market will be damaged in the long run. How enterprises react to negative publicity becomes a serious task because it directly affects how consumers make their purchase decisions. Not only will it be under time pressure to respond to negative publicity, but also dose one respond strategy have different effect on different consumers. Therefore, how to construct effective responses for different types of consumers in a very short time is an urgent question to solve.
Above all, this research focuses on two factors, brand commitment and self-monitoring, to separate consumers into different types with different attitude functions which are knowledge, ego defense, and social adjust. Under this framework with attitude functions, this research examines how negativity affects consumers holding different attitude functions and then uses functional matching effect to develop effective responding strategies for different consumers.
According to results, we’ve got following conclusions:
1. Consumers give varying weight to familiar brands and perceive different diagnosticity toward negative information according to their brand commitment and self-monitoring degree.
2. After receiving positive and negative information, ambivalence under final attitude will decrease while brand commitment increases, but it will increase with self-monitoring degree increases.
3. Attacked by negative information, enterprises can generate effective responding strategies according to consumer’s brand commitment and self-motoring degree.
Therefore, we propose several practical suggestions:
1. Distinguishing consumers with their brand commitment and self-monitoring degree is the key to understand the extent that negative framing will affect them.
2. Attacked by negative information, when enterprises consider generating responses, consumers with low brand commitment should have first priority.
3. Receiving positive and negative information, consumers with high self-monitoring degree will have more ambivalence under final attitude which will weaken attitude strength because they perceived that negative information is as important as positive one. Enterprises should give more positive information to this kind of consumers.
4. According attitude function theory, people hold one common attitude function for some product categories. For these product categories, Enterprises can generate just one effective responding strategy which is the “mass approach” instead of “targeted approach”.
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