Testing online strategies for responding to commercial rumor
Faculty of Business and Law
School of Marketing, Tourism and Leisure
Commercial rumors are an increasingly prevalent feature of the business environment, and the Web has changed how far and quickly they spread. As a negative rumor begins to spread, sales often fall. This study used a field experiment to measure the effects of an e-mail rumor, and four Web responses for the management of the rumor that were based on previous research in Information Processing. Analyses of the data found that the retrieval and storage strategies were the most effective responses to an e-mail rumor. A refutation response (deny the rumor) was effective in modifying the respondents' salient beliefs, but not their reported intention and purchase behavior after receiving the rumor. The implications of these findings for rumor management are discussed.