Urban legends: diffusion processes and the exchange of resources

Abstract

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.

Citation

Todd Donavan, D., Mowen, J.C. and Chakraborty, G. (2001), "Urban legends: diffusion processes and the exchange of resources", Journal of Consumer Marketing, Vol. 18 No. 6, pp. 521-533. https://doi.org/10.1108/07363760110404468