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From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications, Journal of Marketing Research
David DuBois, Derek D. Rucker, Zakary Tormala
DuBois, David, Derek D. Rucker, and 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.
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