ABSTRACT
This chapter explains the concept of rumor under the microscope to better understand its characteristics and dynamics. It examines the nature of marketplace and organizational rumors in greater depth. The chapter consider the role of some of the psychological and situational forces. McDonalds has been hit particularly hard by contamination rumors over the years and several other related rumors subsequently involved the company in addition to the story about worms. Contamination rumors perhaps can best be explained in terms of a general distrust of major corporations or the government. Market leaders represent bigger symbolic targets, and the antibigness rumors often merge with rumors that can be traced to other anxieties. Rumor recipients may seek evidence to support the trustworthiness of a rumor from any number of sources. Financial rumors are fueled by the inevitable anxieties and uncertainties that surround big capital when economic livelihoods are at stake.
