Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.

Question

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Research has shown that those who are loyal to a company or brand are often more resilient to negative publicity, tending to maintain or only slightly adjust their positive evaluations despite adverse information. This phenomenon is partly due to cognitive biases such as confirmation bias, where loyal customers focus on information that confirms their pre-existing beliefs and discount information that contradicts them.

Research Has Shown That Those Who Are Loyal to a Company