Pham, Michel Tuan; Johar, Gita Venkataramani - In: Journal of Consumer Research 24 (1997) 3, pp. 249-65
Effective communication requires that consumers attribute the message content to its intended source. The proposed framework distinguishes four types of source identification processes--cued retrieval, memory-trace refreshment, schematic inferencing, and pure guessing--and delineates their...
