Abstract
Two theories make conflicting predictions about a rumor’s marginal impact on attitude towards the object of a rumor. Implicit attitude conditioning work is applied to fill the theory gap and guide specification of a broadly applicable attitude learning model.
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© 2015 Academy of Marketing Science
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Holton, C., Edmondson, D.R. (2015). Gilding the Lie: Using Brand Ambassadors to Capitalize on Negative Rumors About Their Organizations, an Initial Test of the Attitude Learning Model. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_20
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DOI: https://doi.org/10.1007/978-3-319-11806-2_20
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Publisher Name: Springer, Cham
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