Rumor in the Marketplace: The Social Psychology of Commercial Hearsay.

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.