Todd Donavan, D.; Mowen, John C.; Chakraborty, Goutam - In: Journal of Consumer Marketing 18 (2001) 6, pp. 521-533
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...
