Analysis of commercial rumors from the perspective of marketing managers : rumor prevalence, effects, and control tactics

Abstract : This study examines commercial rumors from the perspective of marketing managers. American and French respondents (N = 133) completed a rumor questionnaire intended to assess the prevalence and types of commercial rumors that reach their ear, the severity of rumor effects, the effectiveness of rumor control tactics, and the psychological and situational variables associated with rumor onset and spread. Based on a variation of the critical incidents technique involving recalled commercial rumors, the results conform to rumor theory in terms of the psychological and situational factors (i.e. anxiety, importance, credulity, and uncertainty) underlying rumor transmission, and offer support for our proposed rumor model. The findings also highlight the prevalence and potentially negative impact of rumors in marketing sectors. As an initial attempt to discern cross-cultural differences in commercial rumor activity, preliminary findings suggest differences in effectiveness of marketing communication tactics for rumor control across the two country samples studied. Overall, the provision of requested information and attempts to increase trust emerged as the most effective rumor control tactics.
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Article dans une revue
Journal of Marketing Communications, Taylor & Francis (Routledge): SSH Titles, 2010, Vol. 16 (n° 4), pp 239-253
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Soumis le : lundi 27 mai 2013 - 11:57:09
Dernière modification le : lundi 27 mai 2013 - 11:57:09

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  • HAL Id : hal-00826287, version 1

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A.J. Kimmel, Anne-Françoise Audrain. Analysis of commercial rumors from the perspective of marketing managers : rumor prevalence, effects, and control tactics. Journal of Marketing Communications, Taylor & Francis (Routledge): SSH Titles, 2010, Vol. 16 (n° 4), pp 239-253. 〈hal-00826287〉

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