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 de...
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| Veröffentlicht in: | The Journal of consumer marketing 2001-11, Vol.18 (6), p.521-533 |
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| container_title | The Journal of consumer marketing |
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| creator | Todd Donavan, D. Mowen, John C. Chakraborty, Goutam |
| description | 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. |
| doi_str_mv | 10.1108/07363760110404468 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0736-3761 |
| ispartof | The Journal of consumer marketing, 2001-11, Vol.18 (6), p.521-533 |
| issn | 0736-3761 2052-1200 |
| language | eng |
| recordid | cdi_emerald_primary_10_1108_07363760110404468 |
| source | Emerald Journals |
| subjects | Consumer behavior Consumer behaviour Consumers Content analysis Folklore Gossip Information dissemination Legends Marketing Motivation Studies |
| title | Urban legends: diffusion processes and the exchange of resources |
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