Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support

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
DOI: 10.2307/3151315
Stable URL: http://www.jstor.org/stable/3151315
Page Count: 7
  • Read Online (Free)
  • Download ($24.00)
  • Cite this Item
If you need an accessible version of this item please contact JSTOR User Support
Using Information Processing Theory to Design Marketing Strategies
Preview not available

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.

Page Thumbnails

  • Thumbnail: Page 
73
    73
  • Thumbnail: Page 
74
    74
  • Thumbnail: Page 
75
    75
  • Thumbnail: Page 
76
    76
  • Thumbnail: Page 
77
    77
  • Thumbnail: Page 
78
    78
  • Thumbnail: Page 
79
    79