Walmart contended with a widespread text-messaging hoax that warned women to stay away from its stores or risk death. The digital rumor apparently originated in an urban myth (an unsubstantiated “fact” that many people accept as true) that circulated via email several years ago. As a reflection of how widespread this myth became, at one point Walmart was number 5 on Twitter’s list of trending topics. If you were a Walmart communication executive, how might you deal with this kind of public relations nightmare?
Answer to relevant QuestionsWhat aspects of consumer behavior would interest a financial planner? A university administrator? A graphic arts designer? A social worker in a government agency? A nursing instructor? What is role theory, and how does it help us to understand consumer behavior? Describe the difference between inertia and brand loyalty. Identify fashion opinion leaders on your campus. Do they fit the profile the chapter describes? Is there such a thing as a generalized opinion leader? Why or why not?
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