Ep. 7 - Debunking Misinformation with Jessica Fong, Tong Guo, and Anita Rao

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How I Wrote This

Brett Gordon and Karen Winterich

24 episodes

1 week ago

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.

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Social Sciences

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Ep. 7 - Debunking Misinformation with Jessica Fong, Tong Guo, and Anita Rao

How I Wrote This

33 minutes 56 seconds

1 year ago

Ep. 7 - Debunking Misinformation with Jessica Fong, Tong Guo, and Anita Rao

In Episode 7, JMR Co-editor Brett Gordon talks with Jessica Fong (University of Michigan), Tong Guo (Duke University), and Anita Rao (Georgetown University) about their forthcoming paper, “Debunking Misinformation about Consumer Products: Effects on Beliefs and Purchase Behavior” (SSRN version). Perhaps you’ve seen a toothpaste ad that claimed their brand didn’t contain any toxic ingredients. Of course, this implies that their competitors do use toxic ingredients, which for most major brands isn’t true. This is precisely the type of misinformation the authors wanted to study: Does it increase consumers’ willingness-to-pay? Can a debunking message counteract the false claim? This team of authors came together after a chance encounter at a conference and a seminar visit prompted discussions around the misinformation they saw spreading in the early days of the COVID-19 pandemic. Tune in to learn more about how the project evolved in terms of its data, methods, and message.

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