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Le contrôle des rumeurs

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  • Oliviane Brodin

    (ESC Lille)

Abstract

Cet article présente trois phases du contrôle managérial des rumeurs "noires" qui se diffusent parmi les consommateurs. La phase de prévention, avec l'identification de certains facteurs de risque pour l'entreprise, la marque ou le produit; plusieurs effets spécifiques ont été mis en relief pour comprendre quelles sont les cibles privilégiées des rumeurs ou légendes contemporaines. Le diagnostic des effets d'une rumeur "noire", avec ses différentes étapes pour le choix d'une réponse appropriée de la part de l'entreprise en fonction du type de rumeur rencontrée et de ses effets sur les consommateurs. Le contrôle des effets ou le choix de la réponse, enfin, avec la controverse sur l'usage du démenti.

Suggested Citation

  • Oliviane Brodin, 1995. "Le contrôle des rumeurs," Post-Print halshs-02926625, HAL.
    • Handle: RePEc:hal:journl:halshs-02926625
    DOI: 10.7193/DM.004.15.26
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