Word: rumores
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DiFonzo: Hearing rumors, especially repeatedly, tends to increase our belief in them. In one study, hearing a rumor that "Sophie" had a mental illness tended to reduce participants' liking for her, desire to know her, and likelihood of voting for her in the student-government election. That rumor capitalized on a negative stigma associated with mental illness. Hearing the same rumor repeatedly tends to increase belief in that rumor along a "diminishing-returns" type of curve: One repetition increases belief the most, a second repetition increases belief next most, a third repetition increases it next most, and so on. These...
What's the best way to quash a false rumor...
Several principles can be employed to squelch false rumors - true rumors should be confirmed, by the way - or limit their impact. First, respond quickly to the rumor; it becomes more difficult to counter after repeated circulation and wide dissemination. Second, it is generally best to respond to the rumor rather than use a "no comment" policy; "no comment" tends to increase uncertainty, further fueling the rumor. Third, diminish uncertainty by using a clear, point-by-point refutation with solid evidence. Fourth, the refutation should also come from a trusted, neutral, third-party source. Fifth, it is best to give context...
...elaborate on why "no-comment" is a poor response? Not commenting on a rumor tends to raise the question, "Why is the target not responding to this rumor?" Hearers alternately wonder if there is some merit to the rumor, or if the target of the rumor has something to hide. The net result is that uncertainty increases. In experiments, my colleague, Prashant Bordia, and I have found that the no-comment condition results in an increased sense of uncertainty and gives credence to the notion that the [target of the rumor] is attempting to cover something...
However, uncertainty may not be increased if a no-comment policy is put into place prior to the rumor, is strictly followed, and is set forth as the reason for not commenting. Companies that are the frequent target of stock rumors sometimes point to their no-comment policy and are thus able to successfully avoid imparting information that would affect their stock price; by not commenting on anything, they reduce the uncertainty that would arise if they failed to comment on any one particular rumor...