Donavan, D. Todd et al. <br/><br/>
Urban legends: the word of mouth communication of morality through negative story content 
 J6282  1999 

 -  1999 
 - 23-34  V.  10  Issue.   1 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Subjects--Index Terms: </label>Urban legends;Rumors;Word of mouth;Morality;Negative information;