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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

word-of mounth communications, rumor, information transmission, certainly, metacognition

Pengarang

  1. David dubois
  2. derek d. Rucker
  3. zakary l. Tormala

    Subject

    MARKETING

    [Abstrak]


     How
    does a rumor come to be believed as a fact as it spreads across a chain of
    consumers? This research proposes that because consumers’ certainly about their
    belief (e.g., attitudev apinion) is less sailent than the belief themselves, certainly information is more
    susceptoble to being lost in communication. Consistent with this idea, the
    current studies reveal that though consumers transmit their core belief
    certainly or uncercertainly (certainly) across communications. The author demonstrate
    that increasing the salience of consumer’s uncertainly/certainly communication,
    and they investigate the consequences for rumor management and word-of-mounth
    communications.


    Periode

    Vol 48, Nomor 06, Tahun 2011

    [Berkas]

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