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Keywords: Similarity
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Journal Articles
Share and share alike?: Examining the maturation of the sharing economy through a craft beer exchange
Available to Purchase
Journal of Hospitality and Tourism Insights (2019) 2 (4): 309–325.
Published: 09 October 2019
.... These evaluation techniques rely on the most accessible information and the source identity because they require minimal cognitive effort (Chaiken, 1980). The power of a source’s attractive nature comes from the receiver’s perceived similarity or homophily to that of the communicator; this is because...
