Tuk, M. A., Verlegh, P. W. J., Smidts, A., & Wigboldus, D. H. J. (2009). The impact of social categorization on persuasion effectiveness. Advances in Consumer Research, 36, 596-597.


Keywords:
word of mouth, social identity, ingroup/outgroup

Link: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=14362