Using Information Processing Theory to Design Marketing Strategies

The research demonstrates the usefulness of information processing in designing marketing strategy and two strategies based on information processing theory are shown to be effective in combating the impact of an adverse rumor.

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.