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This investigation tested the ability of different
resistance strategies to protect the positive COO
image attributed to products in the face of singe
and multiple competitor attacks. The results
illustrate the superiority of refutational over
supportive and restoration messages in protecting
the positive COO image when facing single or
multiple attacks. Also, the results indicate that
refutational defenses, in which the message content
(affective, cognitive or combined) is matched with
the base of the attitude (affective or cognitive),
provide best protection against combined competitor
attacks (affective and cognitive). Combined
refutational defenses work better than mismatching
refutational defenses, but not as well as matching
refutational defenses. However, when facing multiple
attacks, matching and combined refutational defenses
work equally well and better than mismatching
refutational defenses.
resistance strategies to protect the positive COO
image attributed to products in the face of singe
and multiple competitor attacks. The results
illustrate the superiority of refutational over
supportive and restoration messages in protecting
the positive COO image when facing single or
multiple attacks. Also, the results indicate that
refutational defenses, in which the message content
(affective, cognitive or combined) is matched with
the base of the attitude (affective or cognitive),
provide best protection against combined competitor
attacks (affective and cognitive). Combined
refutational defenses work better than mismatching
refutational defenses, but not as well as matching
refutational defenses. However, when facing multiple
attacks, matching and combined refutational defenses
work equally well and better than mismatching
refutational defenses.