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Consumer Response to False Information: Is Believability Necessary for Persuasion?

Consumer Response to False Information: Is Believability Necessary for Persuasion?. Claudiu V. Dimofte Georgetown University Richard F. Yalch University of Washington May 7, 2005 Vancouver, BC. Outline. Crisis Management Damage Control (Study 5) False Marketplace Information

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Consumer Response to False Information: Is Believability Necessary for Persuasion?