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A STUDY ON
PROPAGATION AND QUELLING OF RUMORS
by
Aditi Grover
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree of
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
August 2008
Copyright 2008 Aditi Grover
Object Description
| Title | A study on propagation and refutation of rumors |
| Author | Grover, Aditi |
| Author email | aditigro@usc.edu; agrov2004@yahoo.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshall School of Business |
| Date defended/completed | 2008-01-10 |
| Date submitted | 2008 |
| Restricted until | Restricted until 5 Aug. 2010. |
| Date published | 2010-08-05 |
| Advisor (committee chair) | Kamins, Michael |
| Advisor (committee member) |
Stewart, David Priester, Joseph Miller, Norman |
| Abstract | This dissertation looks into rumor propagation mechanisms, and the mechanisms by which rumor refutations are processed. Prior research that associate the factors with rumor propagation are: the importance of the rumor content, rumor target's identification with the rumor object, belief congruence, degree of belief in the rumor, rumor valence and rumor induced emotions.; To further the understanding of rumor propagation, we consider an integrative framework, derived from the Appraisal Theory of Emotions, which allows us to integrate a number of such factors, namely, rumor importance, identification, and belief congruence and into an understanding of how rumor is spread. We use this framework to generate hypotheses regarding the likelihood of rumor transmission for individuals with different levels of identification -- Strong Identifiers and Weak Identifiers. While both Strong and Weak Identifiers are driven by the instinct of self preference, this drive expresses itself differently depending on the recipient's degree of identification with the rumor object. For Strong Identifiers, self preference is expressed by a need to cope with the rumor induced emotions while, for Weak Identifiers, self preference is expressed by a need to be in social harmony with the people around them.; This dissertation also looks at mechanisms by which rumor refutations are processed. We use the Heuristic Systematic Model to study rumor refutation mechanisms associated with characteristics of the Strong Identifier. Strong Identifiers process information heuristically when a negative rumor is refuted. However when a positive rumor is refuted, Strong Identifiers, given their desire to 'preserve' the favorable image of the object they identify with, are likely to process the positive rumor information of low importance systematically but a positive rumor of high importance heuristically. A negative rumor is heuristically processed because of the intial disbelief in the rumor. |
| Keyword | rumors |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m1547 |
| Rights | Grover, Aditi |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Grover-2285 |
| Archival file | uscthesesreloadpub_Volume26/etd-Grover-2285.pdf |
Description
| Title | Page 1 |
| Full text | A STUDY ON PROPAGATION AND QUELLING OF RUMORS by Aditi Grover A Dissertation Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) August 2008 Copyright 2008 Aditi Grover |
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