In the process of consumption, consumers will come into contact with all kinds of information related to the goods they want to buy. At this time, the consumer's trust of the information that they contact with will greatly affect the consumer's evaluation and attitude towards the alternative products. In the psychology field, the psychological state of distrust will activate the alternative explanation of the given information. This article expands the research field about distrust from psychology to the marketing field, and finds that when consumers see the recommended information, if they do not trust it, it will lead to lower evaluation of the brand in the recommended information. At the same time, consumers’ evaluation of the competitive brand in the information will be reduced, too.
Liu, Xinyan and Hu, Cheng, "Will the Recommendation Information be Sure to Improve the Brand Evaluation: The Impact of Distrust" (2018). WHICEB 2018 Proceedings. 34.