Tell me a good story and I may lend you money: The role of narratives in peer-to-peer lending decisions

Journal of Marketing Research

Volumn 48, Issue SPEC. ISSUE, 2011, Pages

  Herzenstein, Michal ^a   Sonenshein, Scott ^b   Dholakia, Utpal M ^b  

^a UNIVERSITY OF DELAWARE   (United States)

^b RICE UNIVERSITY   (United States)

Author keywords

Consumer financial decision making; Decision making under uncertainty; Identities; Narratives; Peer to peer lending

Indexed keywords

EID: 82955251206     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.SPL.S138     Document Type: Article

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