Description
To understand how OCRs become poisonous in the minds of consumers, this research uses the Elaboration Likelihood Model (ELM), a dual process theory that offers insight into consumers’ information processing and decision-making.
Recommended Citation
Pinney, Rachael; Fox, Alexa; Frost, Raymond; and Matta, Vic, "Decomposing Poison Pill Reviews: A Dual Process Model Approach" (2017). AMCIS 2017 Proceedings. 33.
https://aisel.aisnet.org/amcis2017/TREOs/Presentations/33
Decomposing Poison Pill Reviews: A Dual Process Model Approach
To understand how OCRs become poisonous in the minds of consumers, this research uses the Elaboration Likelihood Model (ELM), a dual process theory that offers insight into consumers’ information processing and decision-making.