Urban legends: diffusion processes and the exchange of resources

In this research urban legends are viewed as diffusing through the consumer environment as part of a resource exchange process. Using the 3M model to develop categories of analysis, a content analysis of 100 urban legends was conducted. Three categories of variables were coded: the resource types depicted as exchanged in the stories; whether the resources were gained or lost; and whether the resources were gained or lost before or after the ironic twist. Results of this descriptive study supported the research question of a three-way interaction among the variables. Results are discussed from the perspective of identifying the motivational factors that influence consumers to communicate urban legends, rumors, and product information.