Rumor has it: The role of rumors in building curiosity about new products and when it pays to be ambiguous

Conference paper (2011)

Authors

T Gill External organisation
H.J. Hultink Responsible Marketing and Consumer Behavior
M.C. Saeaeksjaervi Responsible Marketing and Consumer Behavior
J Wang Responsible Marketing and Consumer Behavior
Research Group
Responsible Marketing and Consumer Behavior
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Published Date

2011

Language

English

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Research Group

Responsible Marketing and Consumer Behavior