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Using information processing theory to design marketing strategies, Journal of Marketing Research

Abstract

The research demonstrates the usefulness of information processing in designing marketing strategy. Two strategies based on information processing theory are shown to be effective in combating the impact of an adverse rumor. The traditional theoretical and intuitive strategy of directly refuting a rumor is shown to be ineffective.

Type

Article

Author(s)

Alice M. Tybout, Bobby Calder, Brian Sternthal

Date Published

1981

Citations

Tybout, M. Alice, Bobby Calder, and Brian Sternthal. 1981. Using information processing theory to design marketing strategies. Journal of Marketing Research. 18(1): 73-79.

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