Abstract

In previous research, studies on motivated correction in the evaluation of branded products are rare. This experimental study with 246 participants examined how the motivation to correct the impact of brand knowledge influences the product evaluation of actual strong and weak brands in low and high involvement situations. As predicted, asymmetry between the strong and weak brands was observed. After the induction of the motivation to correction, the smaller brand effect occurred only in the cases of low involvement and the weak brand. The effect of motivated correction was smaller than the effect of high involvement; therefore, the overall results suggest that conscious explicit motivation to correction evokes correction only in cases of weak brands under certain circumstances. However, this impact is not as strong as the influence of high motivation or a strong brand, even though explicit instructions are given to avoid the negative influence of the brand.