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\u27s trust of the information that they contact with will greatly affect the consumer\u27s 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
