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Keywords: Schemer schema
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Journal Articles
Journal of Product & Brand Management (2020) 29 (2): 180–187.
Published: 23 May 2019
... with how well the content of the fake news coincides with a consumer’s previously held bias. Design/methodology/approach A dichotomy is presented examining the role of “Schemer’s Schema” transparency by confirmatory bias. Findings Consumers will react differently to fake news depending...
