Purpose: Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these rumors is fast and can lead to significant consequences to products and brands. The purpose of this paper is to...

Purpose: This study aims to explore rumor sharing behavior among young consumers by evaluating the role of state anxiety and arousal as fundamental triggers to rumor sharing behavior. This study asserts that young consumers share rumors for emotional regulation and information sharing reasons,...

A four item unidimensional measure of the construct Susceptibility to Advertising (STA) was developed by Barr & Kellaris, (2000). The present paper summarises two studies that were undertaken to replicate the scale development work and obtain some additional evidence on the dimensionality and...