Using information processing theory to design commercial rumour response strategies on the World Wide Web

Commercial rumours are an increasingly prevalent feature of the business environment, and the Web has changed how they are spread. Commercial rumours affect sales and consumer confidence. As soon as a negative rumour begins to spread, sales can fall drastically. The challenge for marketers is to regain lost market share and recover consumer confidence before buyers switch loyalty to another brand or product. This study measured the effect of an e-mail rumour and four Web responses for the management of the rumour, using information processing theory. This study found that retrieval and storage responses would be widely applicable and effective as responses to e-mail rumours. A refutation response was effective in terms of modifying salient beliefs, reported intention and actual purchase behaviour. This information will assist marketers in the design of persuasive communication to effectively manage commercial rumour in the future.