What's more, repeating a rumor can also make people believe it came from a credible source. In one Stanford study, the more subjects heard a rumor about dried rat urine on Pepsi cans, the more likely they were to attribute the information to Consumer Reports rather than to The National Enquirer.
5: Rumors reflect the zeitgeist.
Every fall, right around mid-September, Barbara Mikkelson starts receiving urgent reports of a grisly new trend in gang initiations. Prospective gang members are driving around in the evening with their headlights intentionally turned off, the story says, and when a well-intentioned motorist flashes his brights at them, the would-be gang member has to follow the car home and kill everyone inside. SO NEVER FLASH YOUR LIGHTS THIS IS FOR YOUR OWN GOOD PLEASE FORWARD THIS TO EVERYONE YOU LOVE!
It's always in mid-September that the rumor resurfaces. "That's when you first have to start thinking about putting your headlights on when you're coming home from work," she explains. "Headlights are on people's minds. That's why you never hear it in the dead of winter or the height of summer."
Rumors have the greatest chance of multiplying when the topic is something people are already pondering. As University of British Columbia psychologist Mark Schaller points out, "What matters is a match between the nature of the information and the goals of the people who are trafficking that information." So what's on our minds lately?
The election of 2008, and the thousand plausible and implausible tales swirling around the candidates. Among the best ones: As a Navy pilot, John McCain executed a "wet start" (a maneuver that involves flooding your fighter plane's engine with fuel so that starting up unleashes a huge and macho burst of flame) so reckless that he actually set an aircraft carrier on fire. Then there's the one about how Barack Obama has been endorsed by the Ku Klux Klan—they're tricky, those Klansmen.
6: Sticky rumors are simple and concrete.
Examine your stockpile of offbeat conventional wisdom: It takes seven years for swallowed gum to pass through the body. We only use 10 percent of our brains. The Great Wall of China can be seen from space. People swallow eight spiders a year in their sleep.
These tidbits are all simple and specific, with a vivid detail that sticks in the mind. They're also false. But they illustrate the point that tangible, easily graspable tales have an excellent chance of catching on. "Complicated ideas are not that spreadable," says Duncan Watts. "Ideas with content, when they do spread, lose their content." Rumors work just like a game of telephone; after they've been transmitted a few times, the details get lost and the message grows simpler.
According to Mikkelson, the spider-swallowing rumor got its start when a columnist for PC Professional wrote a story bemoaning our tendency to believe every harebrained factoid in mass e-mails; the writer made up the statistic as an example of the kind of ludicrous thing credulous people will, um, swallow. In time, the fact that it was a joke got lost in transmission, and now millions live in fear of sleeping with their mouth open.
The principle of concreteness also helps spread urban legends (which are rumors presented in story form, usually as something that happened to a friend's ex-girlfriend's mechanic's second cousin). Ever heard the tale of the guy who accepts a drink from a stranger at a bar, then wakes up in a tub full of ice, one kidney poorer? How about the one where the woman tries to dry out her wet lap dog by putting it in the microwave? Chances are, you remembered those tall tales because a visceral image—fingering your stitches in an ice-filled tub, watching a live dog sizzle in a microwave—got lodged in your mind.
"Urban legends survive only if they conjure up very visual or very tactile images," says Chip Heath, a Stanford business professor who studies idea spread. "Our brains are wired to remember concrete, sensory things better than abstract things." For example, if researchers give people lists of words to memorize and then recall later, the tangible ones ("apple," "pencil") will spring to mind more often than the conceptual ones ("truth," "justice").
7: Rumors that last are difficult to disprove.
Ever wonder why even the craziest legends and conspiracy theories never seem to die? Why do people still believe there's a giant prehistoric reptile prowling Loch Ness, even though innumerable hours of investigation have produced zero proof of such a creature? Well, it's a pretty big lake: How can we be sure she's not in there? It's tough to disprove the idea definitively.
As DiFonzo explains, a rumor like "On Thursday's Late Show, David Letterman's hairpiece fell off!" doesn't work, because people can check it out and easily find evidence it didn't happen. But a rumor like "I heard David Letterman's hairpiece fell off during a show, but they destroyed all the tapes!"—that's more like it.
Persistent rumors tend to have what Chip Heath calls a "testable credential," some element that can be misconstrued to give the story a whiff of credibility. "Rumors very often have a little truth test that people can run," he explains. "There was a rumor in the San Francisco Bay Area in the '90s that Snapple supports the KKK. You turned the label around, and you saw a capital letter K with a circle around it. People were doing that test, and then all of a sudden this seemingly preposterous rumor becomes more plausible." (For the record, Snapple bottles do bear the K—the symbol for "kosher"—as do thousands of other drinks and food products.)
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