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.