From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications

@inproceedings{Dubois2011FromRT,
  title={From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications},
  author={David Dubois and Derek D. Rucker},
  year={2011}
}
How does a rumor come to be believed as a fact as it spreads across a chain of consumers? This research proposes that because consumers’ certainty about their beliefs (e.g., attitudes, opinions) is less salient than the beliefs themselves, certainty information is more susceptible to being lost in communication. Consistent with this idea, the current… CONTINUE READING