This book offers a thorough examination of rumors and proposes
strategies for organizations to use in combatting rumors that occur
both internally and externally. Author Allan J. Kimmel explores the
rumor phenomenon and distinguishes it as a distinct form of
communication. He looks at psychological and social processes
underlying rumor transmission to understand the circumstances under
which people invent and circulate rumors. In addition, he examines
how rumors are spread--both interpersonally and through mediated
processes--and offers strategies for organizations to respond to
rumors when they surface and methods for preventing their
occurrence. Numerous examples are provided of actual rumor cases
for which managers either successfully or unsuccessfully coped,
including such companies as Procter & Gamble, McDonald's,
Snapple, Pepsi-Cola, and Gerber. Intended to serve as a
comprehensive compendium of strategies, this book was written with
two objectives in mind. The first is to shed light on the often
perplexing phenomenon of rumor by integrating disparate approaches
from the behavioral sciences, marketing, and communication fields.
The second is to offer a blueprint for going about the formidable
tasks of attempting to prevent and neutralize rumors in business
contexts. With these dual goals in mind--one theoretical, the other
applied--this book will be of equal interest to both academics and
managers in a wide range of professional contexts. In addition, it
will guide organizational and marketing managers in their efforts
to combat the potentially destructive consequences of rumors.
General
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