Rumors and Rumor Control (Hardcover)

Contents: Preface. Part I: Understanding Rumors and Rumor Transmission. Introduction: Identifying Rumors and Related Forms of Communication. Understanding Rumor: The Dynamics of Rumor Transmission and Belief. Commercial Rumors and Organizational Grapevines. How Information Spreads: Word-of-Mouth, Opinion Leadership, and the Media. Part II: Combatting Rumors in the Marketplace and Workplace. Managing Commercial Rumors: How Can Marketplace Rumors Be Prevented? Managing Commercial Rumors: Strategies and Tactics for Neutralizing Rumors. Managing the Organizational Grapevine.