By Allan J. Kimmel
This ebook deals an intensive exam of rumors and proposes options for agencies to exploit in combatting rumors that ensue either internally and externally. writer Allan J. Kimmel explores the rumor phenomenon and distinguishes it as a unique type of conversation. He appears to be like at mental and social approaches underlying rumor transmission to appreciate the situations below which individuals invent and move rumors. moreover, he examines how rumors are spread--both interpersonally and during mediated processes--and bargains ideas for agencies to reply to rumors after they floor and strategies for combating their prevalence. quite a few examples are supplied of tangible rumor instances for which managers both effectively or unsuccessfully coped, together with such businesses as Procter & Gamble, McDonald's, Snapple, Pepsi-Cola, and Gerber. meant to function a entire compendium of recommendations, this publication used to be written with ambitions in brain. the 1st is to make clear the usually confusing phenomenon of rumor via integrating disparate methods from the behavioral sciences, advertising, and verbal exchange fields. the second one is to provide a blueprint for going concerning the ambitious initiatives of trying to hinder and neutralize rumors in enterprise contexts. With those twin objectives in mind--one theoretical, the opposite applied--this publication could be of equivalent curiosity to either teachers and executives in quite a lot of expert contexts. moreover, it's going to advisor organizational and advertising and marketing managers of their efforts to strive against the possibly harmful results of rumors.
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Additional resources for Rumors and Rumor Control: A Manager's Guide to Understanding and Combatting Rumors (Lea's Communication Series)
Whereas some companies, such as Procter & Gamble, have become unfortunate targets for rumormongers over a long term, others have been more successful at dodging the rumor bullet through either good fortune or sound management and marketing practices. In later chapters we focus in depth on these practices, by considering the steps that companies can take to control the often unwieldy flow of rumors through consumer word-of-mouth networks, the company grapevine, and the mass media, to limit their negative effects on corporate profits, brand image, employee satisfaction, and the like.
As is common in the rumor transmission process, the story mutated into one associated with the better known and more recognizable company, in this case, Gerber. Another class of rumors in the consumer marketplace is the contamination rumor, which was hinted at by the Gerber hoax. 3). In the Gerber case, one aspect of the hoax was the assertion that, contrary to advertising claims, the company's baby foods contained artificial preservatives. The McDonald's wormburger rumor, described in Chapter 1, is an even better example of this form.
Cole, 1985, p. 13) INTRODUCTION 27 A more studied consideration of the nature of gossip suggests that it represents a form of interpersonal communication that is more amorphous and superfluous than rumor and, in many ways, more directly identified by the context in which it occurs. Gossip typically takes the form of conversational content that emerges spontaneously in informal social situations. Although it is likely to be treated with apparent indifference (or even disdain) by the parties involved in the discussion, its purpose or ulterior motive may be substantial (Rosnow, 2001).
Rumors and Rumor Control: A Manager's Guide to Understanding and Combatting Rumors (Lea's Communication Series) by Allan J. Kimmel