“Tell Me Again How I Need ‘Healthy’ Whole Grains?!”: Collective Assessment of Online Credibility and Negotiation of Truth in Difficult Decision-Making Processes
This research focuses on consumer narratives across different online platforms arising from consumption practices associated with the gluten-free lifestyle. Through a netnographic investigation, we describe the collective credibility assessment and negotiation of truth that takes place when consumers encounter negative eWOM or comments from experts such as registered dietitians.
Ana Babic and Kristine de Valck (2013) ," “Tell Me Again How I Need ‘Healthy’ Whole Grains?!”: Collective Assessment of Online Credibility and Negotiation of Truth in Difficult Decision-Making Processes ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 13-15.
Ana Babic, HEC Paris, France
Kristine de Valck, HEC Paris, France
E - European Advances in Consumer Research Volume 10 | 2013
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