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(pipe dream or wish fulfillment) , . (something for nothing) ( (

, , .

, -

), ( ) .,

$1,000 . Disney

, , Honda , the Gap , Nokia . .

). . / (bogie or fear) (wedge driver or aggression) , . , , . , , . . , (homestretcher or anticipatory rumors) 1 , , , -

Microsoft.

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/ , (spontaneous or unintentional) , . , , . , (premeditated or intentional) (selffulfilling) , , . / , , , . (conspiracy)* , . , (contamination)* , . Bubble Yum . . , . . . . , , , . ,

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, (urban legends or contemporary legends)** , , , .

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, . (internal) , , . (external) , . : Kimmel (2004, pp. 33-47). , . , , .

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, ; ; ; , ) , ( ., , ) : Brodin & Roux (1995); Koenig (1985). : Kimmel (2004, p. 42). ( , , , ;

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, ) : ) ) ) , , , . : Brunvand, 1981. 5 . (

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Brodin, O., & Roux, E. (1995). Food contamination rumors: Their effect on attitudes and individual reaction factors. Paper presented at the 22nd International Research Seminar in Marketing Communications and Consumer Behavior, La Londe les Maures, France, June. Brunvand, J. H. (1981). The vanishing hitchhiker: American urban legends and their meaning. New York: Norton. Kapferer, J. N. (1990). Rumors: Uses, interpretations, and images. New Brunswick, NJ: Transaction. Kimmel, . J. (2004). Rumors and rumor control: A managers guide to understanding and combatting rumors. Mahwah, NJ: LEA Publishers. Knapp, R. H. (1944). A psychology of rumor. Public Opinion Quarterly, 8, 22-27. Koenig, F. (1985). Rumor in the marketplace: The social psychology of commercial hearsay. Dover, MA: Auburn House.