Positive Effects of Negative Publicity When Negative Reviews
Positive Effects of Negative Publicity When Negative Reviews Increase Sales. Group 3
Introduction �只要曝光就是好曝光嗎? Ex 1: Mission Impossible 3 因負面新聞估計損失$100 million票房 Ex 2: 被評為臭襪子味道的酒銷售上升5% �文獻回顧 過去文獻均指出Negative Publicity 會傷害Product evaluation和Sales
Introduction �Negative Publicity如何影響Sales? 1. 若Awareness和Accessibility高,Negative Publicity會降低Sales 2. 若Awareness和Accessibility低,Negative Publicity會提升Sales ※類似Sleeper Effect的效果:在時間流逝下,對於負評淡忘,但提高 awareness的效果仍在,使得 2的效果更佳
Introduction �Negative Publicity如何影響Sales? 1. 降低Product evaluation 2. 提高Awareness 3. 提高Accessibility →整體效果視現存產品的Awareness和Accessibility而定
Study 1 �
Study 1 � 研究設計: 2 x 3 <2 previous titles 2~9 previous titles >10 previous titles Positive Review Negative Review � 流程:(共九週) 前四周 Pre-review Book review 後四周 Post-review影響 Sales效果檢驗
Study 1 � Model:(i=book, t=week) yesterday’s sales 共變量向量:和書評, 週數有關的變數 today’s sales error Sales ratio
Study 1 � 結論: 2 x 3 <2 previous titles 2~9 previous titles >10 previous titles Positive Review 0. 347 0. 277 0. 417 Negative Review 0. 372 0. 137 -0. 145 1. Awareness高者,正評提升Sales,負評傷害Sales。 2. Awareness低者,正評或負平均提升Sales! →效果視Review Valence和Product Awareness而定
Study 2 � 研究設計:(2 X 2) Positive or Negative X Well-known or Unknown X Delay or No delay � 流程: 一半的參加者立即表明 purchase likelihood 正負評前測 知名度前測 閱讀review 另一半在Delay之後表明 purchase likelihood
Study 2 � 結論: 1. Awareness高者,正評提升purchase likelihood,負評降低purchase likelihood,Delay和No Delay結果並無相差太多。(Only main effect of review valence) 2. Awareness低者,正評提升purchase likelihood ,Delay和No Delay結 果並無相差太多;但在時間Delay之下,負評能夠具有和正評一樣提升 purchase likelihood的效果! (main effect of review valence+ product x review valence之interaction) →對於Awareness低者,Delay之下,負評有助於提升purchase likelihood
Study 3 � 研究目的: Negative review帶來的正面影響是否源自於知名度增加 � 研究設計: ( 2 x 2) Positive or Negative X Well-known or Unknown � 假設: 正評一定增加銷量 負評影響取決於知名度 X Reviewed or Not reviewed
Study 3 � 結果-1. 知名度 product reviewed x prior product awareness -2. 產品評價 review valance x prior product awareness 知名度 產品評價 Well-known 有評論=無評論 正評>無評>負評 Unknown 有評論>無評論 正評=無評=負評 產品 影響
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