Positive Effects of Negative Publicity: When Negative Reviews Increase Sales

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Jonah Berger; Alan T. Sorensen; Scott J. Rasmussen;
(2010)
  • Journal: Marketing Science,volume 29,issue 5 09-10,pages815-827
  • Related identifiers: doi: 10.1287/mksc.1090.0557
  • Subject: negative publicity, awareness, word of mouth, product success
    mesheuropmc: food and beverages | humanities

Can negative information about a product increase sales, and if so, when? Although popular wisdom suggests that "any publicity is good publicity," prior research has demonstrated only downsides to negative press. Negative reviews or word of mouth, for example, have been... View more
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