Negativity is contagious, study finds

October 05, 2007

Though we may not care to admit it, what other people think about something can affect what we think about it. This is how critics become influential and why our parents' opinions about our life choices continue to matter, long after we've moved out. But what kind of opinions have the most effect" An important new study in the Journal of Consumer Research reveals that negative opinions cause the greatest attitude shifts, not just from good to bad, but also from bad to worse.

"Consumer attitudes toward products and services are frequently influenced by others around them. Social networks, such as those found on Myspace and Facebook suggest that these influences will continue to be significant drivers of individual consumer attitudes as society becomes more inter-connected," explain Adam Duhachek, Shuoyang Zhang, and Shanker Krishnan (all of Indiana University). "Our research seeks to understand the conditions where group influence is strongest."

Consumers were presented with information about a new product and allowed to independently form their evaluations. As would be normally expected with many products, some of these evaluations were positive and others negative. The researchers then revealed to participants whether their peers evaluated the product negatively or positively. They found that the opinions of others exert especially strong influence on individual attitudes when these opinions are negative. Additionally, consumers that privately held positive attitudes toward the product were more susceptible to influence from group opinion than those who initially held negative opinions.

Furthermore, the researchers also found that those with negative opinions of the product were likely to become even more negative if asked to participate in a group discussion: "When consumers expect to interact with other consumers through these forums, learning the views of these other consumers may reinforce and even polarize their opinions, making them more negative," the researchers reveal.

"This research has several interesting implications. First, given the strong influence of negative information, marketers may need to expend extra resources to counter-act the effects of negative word of mouth in online chatrooms, blogs and in offline media. Conversely, companies could damage the reputations of competitors by disseminating negative information online," the researchers explain. "Consumers should be aware that these social influence biases exist and are capable of significantly impacting their perceptions."

University of Chicago Press Journals

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	Negaholics: How to Overcome Negativity and Turn Your Life Around by Cherie Carter-Scott (Author) "Easy to read with plenty of case studies and fine advice." Milwaukee Journal Do you sometimes focus on all time times you blew it and things didn't work out? Do you often find yourself expecting the worst so as not to be disappointed? When friends compliment you, do you brush it off, dismiss it, or look for an ulterior motive? If you answered "yes" to any of these questions, you could be a Negaholic -- and ready to find help and hope in this book. From the Paperback edition.
	The No Complaining Rule: Positive Ways to Deal with Negativity at Work by Jon Gordon (Author) Negativity in the workplace costs businesses billions of dollars and impacts the morale, productivity and health of individuals and teams. "In The No Complaining Rule: Positive Ways to Deal with Negativity at Work, Jon Gordon, a bestselling author, consultant and speaker, shares an enlightening story that demonstrates how you can conquer negativity and inspire others to adopt a positive attitude." Based on one company’s successful No Complaining Rule, the powerful principles and actionable plan are practical and easy-to-follow, making this book an ideal read for managers, team leaders and anyone interested in generating positive energy.
	Positivity: Groundbreaking Research Reveals How to Embrace the Hidden Strength of Positive Emotions, Overcome Negativity, and Thrive by Barbara Fredrickson (Author) World renowned researcher Dr. Barbara Fredrickson gives you the lab-tested tools necessary to create a healthier, more vibrant, and flourishing life through a process she calls "the upward spiral." You’ll discover: •What positivity is, and why it needs to be heartfelt to be effective • The ten sometimes surprising forms of positivity • Why positivity is more important than happiness • How positivity can enhance relationships, work, and health, and how it relieves depression, broadens minds, and builds lives • The top-notch research that backs the 3-to-1 "positivity ratio" as a key tipping point • That your own sources of positivity are unique and how to tap into them • How to calculate your current positivity ratio, track it, and improve...
	Energy Vampire Slaying: 101: How to combat negativity and toxic attitudes in your office, in your home, and in yourself by Dan O'Connor (Author) ENERGY VAMPIRE SLAYING:101 How to combat negativity and toxic attitudes in your office, in your home, and in yourself In this program you’ll learn: -The secrets master communicators use to keep their cool when dealing with difficult people -What free-style scripting is and how you can use it to defend against verbal assaults -How to use a power phrase and danger phrase list to boost your communication power -How you can prevent conflict from manifesting, using effective communication techniques -Problem-solving verbal patterns and scripts you can use to instantly increase productivity -How to use defusion tactics to slash the time spent dealing with difficult customers -How to respond, rather than react, when you’re confronted with negative or...
	Beyond Negative Thinking: Breaking The Cycle Of Depressing And Anxious Thoughts by Joseph T. Martorano (Author), John P. Kildahl (Author) An invaluable guide on how to feel better and improve behavior by recognizing and breaking patterns of negative thinking.
	What to Do When You Grumble Too Much: A Kid's Guide to Overcoming Negativity (What to Do Guides for Kids) by Dawn Huebner (Author), Bonnie Matthews (Illustrator) "Guides children and their parents through cognitive-behavioral techniques used to treat negative thinking. Lively metaphors and illustrations help kids see life's hurdles in a new way, while drawing and writing activities help them master skills to get over those hurdles. And step-by-step instructions point the way toward becoming happier, more positive kids. This interactive self-help book is the complete resource for educating, motivating, and empowering children to work toward change."
	Managing Workplace Negativity by Gary S. Topchik (Author) "The symptoms: increased customer complaints, high turnover, low quality of work, increased absences, loss of morale and motivation, lack of creativity and innovation, loss of loyalty to the organization. The diagnosis: workplace negativity. The cure: Managing Workplace Negativity. Workplace negativity may seem like an intangible problem--but it has very tangible consequences for the companies it afflicts. In fact, the Bureau of Labor Statistics estimates that U.S. companies lose $3 billion a year to the effects of negative attitudes and behaviors at work. Managing Workplace Negativity gives managers, team leaders, trainers, and other human resources professionals much-needed help in treating the negativity bug. It will help readers: * Identify the 14 types of negative individuals,...
	The Secret of Letting Go by Guy Finley (Author) Llewellyn is proud to present the revised and expanded edition of our best-selling self-help book, The Secret of Letting Go by Guy Finley. Featuring an attractive new cover and fresh material, this Finley classic has been updated inside and out. With more than 200,000 copies sold, Guy Finley's message of self-liberation has touched people around the world. Discover how to extinguish self-defeating thoughts and habits that undermine true happiness. Exploring relationships, depression, and stress, his inspiring words can help you let go of debilitating anxiety, unnecessary anger, paralyzing guilt, and painful heartache. True stories, revealing dialogues, and thought-provoking questions will guide you toward the endless source of inner strength and emotional freedom that resides...
	In Defense of Negativity: Attack Ads in Presidential Campaigns (Studies in Communication, Media, and Public Opinion) by John G. Geer (Author) Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit.  In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and...
	HYPNO-HEALING FOR NEGATIVITY (1) Hypno-healing For Negativity by Michael Mulvihill examines and describes negative emotional and psychological states. The book offers help and guidance for people to overcome these negative states of mind. Turn negative mood and emotions into positive ones using psychological healing scripts and techniques. Learn how to be calm, relaxed and in control in nearly every situation. Learn how to be emotionally and psychologically strong. Gain more skills to cope with negativity by downloading this book.