Citation

Rumor in the Marketplace: The Social Psychology of Commercial Hearsay

Author:
Koenig, Fred
Year:
1985

This fascinating study of commercial rumors–those directed at products, producers, corporations, or retailers–presents case studies illustrating the types and impacts of rumors that can seriously affect a company’s image and finances.The volume identifies factors that generate rumors and lead to their communication, with specific discussion of oral communication networks. The special roles of television, call-in radio shows, and media personalities are discussed, as is that very special marketplace–the stock market. This study also provides insights and guidelines for preventing and handling commercial rumors.