The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
The Moderating Role of Commitment on the Spillover Effect of Marketing Communications
Abstract
Spillover refers to the extent to which a message influences beliefs related to attributes that are not contained in the message. The authors find that when consumers are not familiar with a brand, negative information spills over to attributes that are associated with the target attribute but not mentioned in the message. However, positive information does not. When consumers like the brand, a spillover occurs for the positive information as well. When consumers are committed to the brand, the spillover of negative information is minimized, but positive information spills over more freely to other associated but unmentioned attributes.
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Citations
Cites
The case for motivated reasoning.
Kunda, Z. (1990) · Psychological Bulletin · doi:10.1037/0033-2909.108.3.480 · Cited by 9,022
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
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Skowronski, J. J., & Carlston, D. E. (1989) · Psychological Bulletin · doi:10.1037/0033-2909.105.1.131 · Cited by 1,550 · cited 3×
“…assumption underlying the novelty explanation is that novel or unexpected information is more diagnostic than expected information (Fiske 1980; Skowronski and Carlston 1989). subsequent effects of such detection on overall evaluations (e.g., the omission detection model; Kardes 1988;…”
BackgroundInfluentialA disconfirmation bias in the evaluation of arguments.
Edwards, K., & Smith, E. E. (1996) · Journal of Personality and Social Psychology · doi:10.1037//0022-3514.71.1.5 · Cited by 848
Cited by
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004) · Journal of the Academy of Marketing Science · doi:10.1177/0092070304263341 · Cited by 741
When Will a Brand Scandal Spill Over, and how Should Competitors Respond?
Roehm, M. L., & Tybout, A. M. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.366 · Cited by 380
Hewett, K., Rand, W., Rust, R. T., & van Heerde, H. J. (2016) · Journal of Marketing · doi:10.1509/jm.15.0033 · Cited by 366
Shin, D., Koerber, A., & Lim, J. S. (2025) · New Media & Society · doi:10.1177/14614448241234040 · Cited by 137
How to regain green consumer trust after greenwashing: experimental evidence from China
Wang, D., & Walker, T. (2023) · Sustainability · doi:10.3390/su151914436 · Cited by 33
Metadata
- Authors
- Ahluwalia, R., Unnava, H. R., & Burnkrant, R. E.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2001-11
- Volume
- 38
- Issue
- 4
- Pages
- 458-470
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2156925274
- Cited by
- 392
- References
- 4
- FWCI
- 7.72
- Type
- journal article
- Language
- en
- Open access
- closed
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- Ahluwalia, R., Unnava, H. R., & Burnkrant, R. E. (2001). The Moderating Role of Commitment on the Spillover Effect of Marketing Communications. Journal of Marketing Research. https://doi.org/10.1509/jmkr.38.4.458.18903
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
