“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.



Citation:

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.

Authors

Ana Babic, HEC Paris, France
Kristine de Valck, HEC Paris, France



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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