Articles

From Rumors to Facts to Rumors: The role of Certainty Decay in Consumer Communications

D. Rucker, Z. Tormala, D. DUBOIS

Journal of Marketing Research

December 2011, vol. 48, n°6, pp.1020-1032

Departments: Marketing

Keywords: word-of-mouth communication, Rumor, Information transmission, Certainty, Metacognition



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