Easwar Iyer is Associate Professor of Marketing, and Kathleen Debevec is Associate Professor of Marketing, both in the School of Management, University of Massachusetts, Amherst, MA 01003.
Origin of rumor and tone of message in rumor quelling strategies
Article first published online: 8 SEP 2006
Copyright © 1991 Wiley Periodicals, Inc., A Wiley Company
Psychology & Marketing
Volume 8, Issue 3, pages 161–175, Autumn (Fall) 1991
How to Cite
Iyer, E. S. and Debevec, K. (1991), Origin of rumor and tone of message in rumor quelling strategies. Psychol. Mark., 8: 161–175. doi: 10.1002/mar.4220080303
- Issue published online: 8 SEP 2006
- Article first published online: 8 SEP 2006
Past studies have shown that, while refuting rumors, certain strategies, such as the introduction of a stimulus that deflects allegation, are superior to mere refutation. In this study, the originator of a rumor and the tone of a refutational message are proposed as factors that influence the success of rumor quelling strategies. It is shown that no refutation is superior when the originator is a negative stakeholder, whereas other types of refutation are more effective when the stakeholders are neutral or positive. Further, a conciliatory tone is uniformly superior to an inflammatory tone.