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The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study

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The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study

dc.contributor.author	Bigné Alcañiz, J. Enrique
dc.contributor.author	Ruiz Mafé, Carla
dc.contributor.author	Badenes Rocha, Alberto
dc.date.accessioned	2023-03-13T07:51:05Z
dc.date.available	2023-03-14T05:45:06Z
dc.date.issued	2023	es_ES
dc.identifier.citation	Bigné, Enrique; Ruiz-Mafé, Carla and Badenes-Rocha, Alberto. The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157. (2023)	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/85764
dc.description.abstract	Negative user-generated content provides cues that warn other consumers to avoid using a particular product or service. This study explores whether brand feedback can counteract consumer backlash to a given company’s cause-related marketing, with a particular focus on how visual attention can moderate negative emotions. Hypotheses based on the Appraisal-Tendency Framework and commitment-trust theory were tested using neurophysiological tools (eye tracking and facial coding) and self-reported measures. The findings suggest that emotions with similar valence and arousal levels cause differing trust perceptions and consumer behavioral responses (sharing intentions), based on the presence or absence of brand feedback. Brand feedback diminishes customers’ visual attention to negative comments in cause-related marketing posts. Consumers’ visual attention to negative comments on a given brand’s cause-related posts, reduces brand trust and its influence on sharing intentions. The findings contribute to the literature by describing mechanisms through which brand feedback influences brand outcomes.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Elsevier	es_ES
dc.subject	emotions	es_ES
dc.subject	eye tracking	es_ES
dc.subject	CSR attributions	es_ES
dc.subject	facial coding	es_ES
dc.subject	brand feedback	es_ES
dc.subject	Instagram	es_ES
dc.title	The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1016/j.jbusres.2022.113628	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES