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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
You can always find the topics here!Topics: Rumors, Refutation, Personnel evaluation, Information processing, Information theory, Marketing, Memory, Marketing strategies, Psychological assessment, Television commercials
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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