The 8½ Laws of Rumor Spread

Never mind that intentionally alienating your core market isn't exactly a shrewd business strategy. Never mind that Hilfiger had founded a philanthropic fund to benefit inner city youth long before the rumor even appeared, or that he donated over $5 million toward building a memorial to Dr. Martin Luther King Jr., in Washington.

Of course, Hilfiger had never said anything of the sort. At the time the rumor surfaced and spread, Hilfiger had never been on The Oprah Winfrey Show. In fact, the two had never met until 2007, when Winfrey did invite him onto the show to try to squelch the rumor once and for all. "The next time somebody sends you an email or somebody mentions this rumor to you, you know what you're supposed say to them?" said Winfrey. "You're supposed to say, 'That's a big fat lie!'"

Nor did the president of Procter & Gamble appear on The Phil Donahue Show to "come out of the closet" about his company's ties to the Church of Satan. Nor did Liz Claiborne tell Oprah that black people shouldn't wear her clothes—which didn't stop director Spike Lee from telling Esquire magazine, "It definitely happened. Get the tape. Every black woman in America needs to go to her closet, throw that shit out, and never buy another stitch of clothes from Liz Claiborne."

Skeptical or gullible, we all buy into rumors sometimes. Even Barbara Mikkelson, who runs the popular myth-debunking Web site Snopes.com with her husband David, admits she's swallowed some whoppers. "A friend told me that when his friend's daughter was off on vacation, she had a whirlwind romance with this charismatic guy," Mikkelson says. "When it was time for her to come home, he gave her a package. Inside was a ceramic coffin with a message on it: 'Welcome to the world of AIDS.' I believed that one hook, line, and sinker."

Rumors have a way of slipping under our mental defenses before we think to question them. The best ones sidestep common sense entirely. "Think of the lawsuits parents filed over subliminal messages in heavy metal songs," says Martin Bourgeois, a rumor researcher at Florida Gulf Coast University. "People believed Judas Priest was planting messages to make teenagers commit suicide; no one thought to ask, 'Why would a rock band want its audience dead?'"

Most of us don't like to think of ourselves as gullible. But we're especially likely to accept as true—and do our best to spread—tales that have several specific characteristics that take aim at our best defenses.

At its core, a rumor is just an unverified scrap of information we pass among ourselves to make sense of the world. In one case study conducted at Ohio University by psychologist Mark Pezzo, students had heard that someone on campus had died of meningitis. The story spread because the anxious students were trying to find out what was going on: "Is the rumor true?" "How do you get meningitis?" "I heard that everyone on campus will need to have a painful spinal tap, did you hear that?" In the marketplace of misinformation, fit rumors survive and spread like epidemics, while unfit rumors die quick deaths. So what separates the fit from the unfit? What, in short, are the laws of effective rumors?

1: Successful rumors needle our anxieties and emotions.

When Hurricane Katrina struck New Orleans in 2005, water wasn't the only thing that flooded the city. In the environment of intense anxiety and uncertainty, grim rumors flourished: Sharks have infested the water! Terrorists planted bombs in the levees! Murdered babies and piles of corpses filled the Superdome!

Unfortunately, the national media reported many of the rumors as fact—especially after a misinformed Mayor Ray Nagin told talk show hosts like Oprah Winfrey that "hundreds of armed gang members" were killing and raping at will inside the dome. Yet once the crisis began to abate, investigators found that almost all of the widely circulated stories were false. FEMA doctors even showed up at the Superdome with a refrigerated 18-wheeler to cart away the hundreds of dead bodies rumored. They found six—none of them a homicide victim.

So why did these stories pop up? Fear breeds rumor. The more collective anxiety a group has, the more inclined it will be to start up the rumor mill. As Rochester Institute of Technology rumor expert Nicholas DiFonzo explains, we pass rumors around primarily as a means of deciphering scary, uncertain situations: Exchanging information, even if it's ludicrously false, relieves our unease by giving us a sense that we at least know what's happening. "One major function of rumors is to figure out the facts and find what the appropriate, adaptive thing to do is. Look at 9/11. I don't ever remember feeling so threatened as I did after 9/11, and people used rumors to try to manage the threat."