Using information processing theory to design commercial rumour response strategies on the World Wide Web

Gwyneth Howell, Dick Mizerski

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[Commercial rumours are an increasingly prevalent feature of the business environment, and the Web has changed how they are spread. Commercial rumours affect sales and consumer confidence. As soon as a negative rumour begins to spread, sales can fall drastically. The challenge for marketers is to regain lost market share and recover consumer confidence before buyers switch loyalty to another brand or product. This study measured the effect of an e-mail rumour and four Web responses for the management of the rumour, using information processing theory. This study found that retrieval and storage responses would be widely applicable and effective as responses to e-mail rumours. A refutation response was effective in terms of modifying salient beliefs, reported intention and actual purchase behaviour. This information will assist marketers in the design of persuasive communication to effectively manage commercial rumour in the future.]]
    Original languageEnglish
    Title of host publicationANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance
    PublisherQueensland University of Technology
    Number of pages1
    ISBN (Print)1741071593
    Publication statusPublished - 2006
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • communication in marketing
    • email messages
    • commercial rumours
    • consumer confidence
    • consumer behavior
    • World Wide Web

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