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Transmission and refutation of organisational rumours: Consumer identification and processing types
Author(s) -
Grover Aditi,
Foreman Jeff,
Hsieh MengHua
Publication year - 2019
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1761
Subject(s) - identification (biology) , object (grammar) , identifier , information transmission , negative information , heuristic , sociology , social psychology , epistemology , process (computing) , psychology , computer science , philosophy , artificial intelligence , biology , computer network , botany , programming language , operating system
If consumers accept rumours without verifying them, considerable damage to individuals or organisations could result. By applying the appraisal theory of emotions, this article provides a framework for clarifying rumour communications by people who identify strongly or weakly with an organisation that is the object of a rumour. Study 1 reveals that when people identify strongly with the rumour object and hear an important rumour, they spread positive information more readily than negative information. They are also more likely to transmit information of high (vs. low) importance when the rumour is positive. Conversely, weak identifiers are equally likely to spread positive and negative information, regardless of importance. Study 2 incorporates a heuristic‐systematic model and demonstrates that strong identifiers process refutations systematically when those refutations refer to a positive, less important rumour. Conversely, they process refutation information heuristically if they confront positive, important rumours or if they receive a refutation of a negative rumour. Identification with the rumour object affects its spread, but rumour objects can develop refutation strategies to halt the spread of negative rumours or encourage the spread of positive rumours about the organisation. Rumour refutation efforts cannot be generalised but instead should be targeted according to consumers' strong or weak identification.