China Dairy ›› 2023, Vol. 0 ›› Issue (10): 6-14.doi: 10.12377/1671-4393.23.10.02

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Study on Positive Information and Negative Stereotype Reversal of Domestic Infant Milk Powder

LI Yu   

  1. School of Business,Anhui University of Technology,Maanshan Anhui 243032
  • Online:2023-10-25 Published:2023-11-13

Abstract: In theory,positive information can be used to reverse people's negative stereotypes of things.However,in reality,positive information has not significantly reverse the negative stereotypes of consumers on domestic infant milk powder. This paper investigated the reasons for the insignificant effect of positive information from the two aspects of release and reception. Through the analysis of network and interview materials,the positive information released by the government and enterprises can show that the safety of domestic infant milk powder is guaranteed. However,due to the negative stereotypes and negative emotions,some consumers failed to receive the information,and thus failed to reverse their stereotypes. The results showed that in order to encourage more consumers to reverse their stereotypes,governments and enterprises should innovate ways to release positive information and establish a positive emotional relationship with consumers.

Key words: domestic infant milk powder, stereotype, positive information, safety

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