Abstract
Some phenomena in marketing systems are such that micro actions have wildly disproportionate macro impact or vice versa. Rumors are clearly in this category of phenomena. In this issue's book review, Jonathan Schroeder presents a lucid review of Rumors: Uses, Interpretations, & Images, a fascinating book by Jean-Noel Kapferer. The review illustrates how a discipline such as psychology, traditionally associated with the study of micro-level marketplace phenomena, can be employed gain-fully to understand a macro-level phenomenon like the spread of rumors.
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