Resource title

When not good is not bad and even quite good: the processing of negated product features

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Product features are sometimes communicated as negations ("not difficult to use"), rather than affirmations ("easy to use"). The results of 2 experiments suggest that the persuasive impact of a negation depends on the resources allocated to the task. When resources are substantial, the negation is processed and a product is evaluated more favorably when it is "not difficult to use" than when it is "not easy to use." When resources are more limited, evaluations reflect the core assertion but not the negation: They are more favorable when the message claims that the product is "not easy to use" than when the claim is "not difficult to use." These findings are congenial with Gilbert's (1991) theorizing that a core assertion is processed first, followed by its negation if resources are adequate. This research extends Gilbert's account by demonstrating that the variation in evaluations occurs even though the negation has been accurately processed under all resource conditions.

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Resource language

en

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application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-84.pdf

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Copyright INSEAD. All rights reserved