Tell Me a Good Story and I May Lend You Money: The Role of Narratives in Peer-to-Peer Lending Decisions
Herzenstein, Michal, Sonenshein, Scott, Dholakia, Utpal MVolume:
48
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.48.spl.s138
Date:
November, 2011
File:
PDF, 155 KB
english, 2011