You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Using Information Processing Theory to Design Marketing Strategies
Alice M. Tybout, Bobby J. Calder and Brian Sternthal
Journal of Marketing Research
Vol. 18, No. 1 (Feb., 1981), pp. 73-79
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151315
Page Count: 7
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
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.
Journal of Marketing Research © 1981 American Marketing Association