Journal Article

From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications

Journal of Marketing Research
Author(s)

David DuBois

Derek D. Rucker

Zakary Tormala

Date Published: 2011
Citations: DuBois, David, Derek D. Rucker, Zakary Tormala. 2011. From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications. Journal of Marketing Research. 1020-1032.