When Does Bad Publicity Help Sales? - DailyBlogTips

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When Does Bad Publicity Help Sales? Posted: 12 Sep 2013 06:07 AM PDT You know the old saying, “Any publicity is good publicity.” Is it true though? According to a recent research by Jonah Berger from the University of Pennsylvania, it depends. His conclusion is that bad publicity will hurt established products and brands. For instance, when people started circulating the rumor that McDonald’s hamburgers were made with worm meat sales decreased by almost 25%. If the product or brand is not that popular, however, negative publicity will tend to increase sales, and that’s because the effect of raising awareness about the product is greater than the negative impact of the publicity. Here’s a quote from the research: Can negative publicity ever increase sales? An analysis of New York Times reviews and book sales suggests it can. Relative to not being covered, being reviewed in the New York Times increased a book's sales, even in some instances where a reviewer panned the book. The book Fierce People, for example, was written by a new author and received an unambiguously negative review (e.g., "the characters do not have personalities so much as particular niches in the stratosphere" and "He gets by on attitude, not such a great strategy if the reader can't ?gure out what that attitude is"), yet sales more than quadrupled after the review. Interesting huh? You can download the PDF here to check how the research was performed and the findings in detail. Wanna learn how to make more money with your website? Check the Online Profits training program! Original Post: When Does Bad Publicity Help Sales?

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