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Almirol, E.B. "Chasing the elusive butterfly: Gossip and the pursuit of reputation." Ethnicity, vol. 8, 1981, p. 293-304.

Andersen, D., Berry, M, Binko, M.P., and Conrad, A. "What's your best marketing tool?" Public Relations Journal, vol. 50, no. 2, Feb 1994.

Anderson, C.A., and Lepper, M.R.; ross, L., "Perseverance of Social Theories: The role of explanation in the persistence of discredited information," Journal of Personality and Social Psychology, vol. 39, no. 6, 1980, pp. 1037-49.

Anthony, S. "Anxiety and rumor." Journal of Social Psychology, vol. 89, 1973, p. 91-98.

Argyle, M. and Henderson, M. "The rules of friendship." Journal of Social and Personal Relationships, vol. 1, 1984, p. 211-237.

Arndt, J. "Role of product-related conversations in the diffusion of a new product." Journal of Marketing Research, vol. 4, no. 3, Aug. 1967.

Asch, S., "Effects of Group Pressure upon the Modification and Distortion of Judgments," Readings in Social Psychology, E. Maccoby, T. Newcom, E. Hartley (eds), New York: Holt, Rinehart & Winston, 1958, pp. 174-183.

Atkin, C. and Block, M. "Effectiveness of celebrity endorsers." Journal of Advertising Research, vol. 23, no. 1, Feb/Mar 1983.

Band, W. "Measuring the high payoff from satisfied customers." Sales & Marketing Management in Canada, vol. 29, no. 11, Dec 1988.

Bascom, W., "The forms of folklore: Prose narratives," Journal of American Folklore, vol. 78, no. 307, 1965, p. 3-20.

Basgoz, I., "The Tale-Singer and His Audience," in D. Ben-Amos and K.D. Goldstein (eds), Folklore, Performance and Communication, The Hague-Paris: Houton, 1975, p. 143-205.

Bauer, R.A. and Gleicher, D.B., "Word of Mouth Communications in the Soviet Union,", Public Opinion Quarterly, 1953, no. 17, p. 297-310.

Bayus, B.L. "Word-of-mouth: The indirect effects of marketing efforts." Journal of Advertising Research, Jun/Jul 1985.

Baumgarten, S.A. "The innovative communicator in the diffusion process." Journal of Marketing Research, vol. 12, no. 1, Feb 1975.

Beltramini, R.F. "Professional services referrals: A model of information acquisition." Journal of Services Marketing, vol. 3, no. 1, Winter 1989.

Bensahel, J.G., "Should You Pounce on a Poisonous Rumor?" Internationl Management, vol. 29, 1974, p. 25-26.

Bensahel, J.D., "Don't Shield Employees From Bad News," Internationl Management, vol. 30, 1975, p. 49-50.

Berger, L.A., Kleindorfer, P.R., and Kunreuther, H. "A dynamic model of the transmission of price information in auto insurance markets." Journal of Risk and Insurance, vol. 56, no. 1, Mar 1989.

Berger, L.A. "Word-of-mouth reputations." Journal of Economic Behavior, vol. 10, Sept 1988.

Bloch, P.H. "The product enthusiast: implications for marketing strategy." Journal of Consumer Marketing, vol. 3, no. 3, Summer, 1986.

Bogart, B. "Word of mouth travels fast." Advertising Age, vol. 60, no. 6, Feb 6, 1989.

Bolfing, C.E. "How do customers express dissatisfaction and what can service marketers do about it?" Journal of Services Marketing, vol. 3, no. 2, Spring 1989.

Boyes, G., "Belief and Disbelief: An examination of reactions to the presentation of rumor legends," in P. Smith (ed), Perspecitves on Contemporary Legend, Sheffield Academic Press, 1984, p. 64-78.

Boze, B.V. "Selection of legal services: An investigation of perceived risk." Journal of Professional Services Marketing, vol. 3, no. 1,2, 1987.

Brooks Jr., R.C. "Word-of-mouth advertising in selling new products." Journal of Marketing, vol. 22, no. 2, Oct 1957.

Brown, J.J. and Reingen, P.H. "Social ties and word-of-mouth referral behavior." Journal of Consumer Research, vol. 14, no. 3, Dec 1987.

Buckner, H.T. "A theory of rumor transmission." Public Opinion Quarterly, vol. 29, no. 1, 1965.

Cafferky, M.E. "Patients build your practice." Medical Group Management Journal, Sep/Oct, 1995.

Cafferky, M.E. "Let Your Customers Do The Talking," Law and Order: The magazine of police management, February, 1998, p. 35-37.

Cafferky, M.E. "Who's Talking?" DECA Dimensions, Nov/Dec, 1998, p. 15ff.

Cafferky, M.E. "The Law of Mord of Mouth." Law Practice Management, May/June, 1995.

Cafferky, M.E. "Redefining your communication strategies: Word-of- mouth marketing." Southern California Medicine, Oct 1994.

Cafferky, M.E. "11 Ways to Ask for Referrals," Law Practice Management, May/June, 1997, p. 48,49.

Cafferky, M.E. "Building a word-of-mouth marketing program: Let your champion customers make you a winner." NSGA Retail Focus, March, 1994.

Caplow, T., "Rumors in War," Social Forces, vol. 25, 1947, p. 298-302.

Carroll, M.P., "Alligators in the Sewer, Dragons in the Well and Freud in the Toilet," Sociological Review, vol. 32, 1984, p. 57-74.

Chaiken, S., "Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion," Journal of Personality and Social Psychology, vol. 39, no. 5, 1980, p. 752-66.

Chaiken, S., and Eagly, A.H., "Communication Modality as a Determinant of Persuasion: The role of communicator salience," Journal of Personality and Social Psychology, vol. 45, no.2, 1983, p. 241-256.

Chan, K.K. and Misra, S. "Characteristics of the opinion leader: A new dimension." Journal of Advertising, vol. 19, no. 3, 1990.

Connolly, J. "Planners Rx for medical market is networking." National Underwriter, vol. 93, no. 40, Oct 2 1989.

Cortez, J.P. "Put people behind the wheel." Advertising Age, vol. 64, no. 12, Mar 22, 1993.

Crocker, K.E. "The influence of the amount an type of information on individuals' perception of legal services." Journal of the Academy of Marketing Science, vol. 14, no. 4, Winter 1986.

Cross, R.H. "The five degrees of customer bonding." Direct Marketing, vol. 55, no. 6, Oct 1992.

Danner, J. "Don't Let the Grapevine Trip You Up,", Supervisory Management, vol. 17, 1972, p. 2-7.

Davis, K., "Care and Cultivation of the Corporate Grapevine," Management Review, vol. 62, 1973, p. 53-55.

Davis, K., "Cut Those Rumors Down to Size," Supervisory Management, vol. 20, 1973, p. 2-6.

Dawson, C.P. and Brown, T.L. "B&Bs: A matter of choice." Cornell Hotel & Restaurant Administration Quarterly, vol. 29, no. 1, May 1988.

Defleur, M. "Mass Communication and the Study of Rumor," Sociological Inquiry, vol. 32, 1962, p. 51-70.

Denny, J. "Traditional Advertising Versus 'Word-of-mouth'", Canadian Manager, Vol. 20, No. 4, p. 10, Winter, 1995. Dichter, E. "How word-of-mouth advertising works." Harvard Business Review, vol. 44, no. 6, Nov-Dec 1966.

Dove, R.W. "A consumer perspective on health care advertising." Health Marketing Quarterly, vol. 5, no. 1, 1987/1988.

Ellison, G. and Fudenberg, D. "Word-of-mouth communication an social learning." Quarterly Journal of Economics, vol. 110, no. 1, Feb 1995.

Engel, J.F., Kegerreis, R.J. and Blackwell, R.D. "Word-of-mouth communication by the innovator." Journal of Marketing, vol. 33, no. 3, July 1969.

Errant, J. "Marketing for more: The power of positive talking", Restaurant Management, vol. 2, no. 6, Jun 1988.

Esposito, J.-L. and Rosnow, R., "Corporate Rumors: How they start and how to stop them," Management Review, vol. 72, 1983, p. 44-49.

Feick, L.F. and Price, L.L. "The market maven: A diffuser of marketplace information." Journal of Marketing, vol. 51, no. 1, Jan 1987.

Feick, L.F. and Higie, R.A. "The effects of preference heterogeneity and source characteristics on ad processing and judgements about endorsers." Journal of Advertising, vol. 21, no. 2, June 1992.

Festinger, L., "A Theory of Social Comparison Processes," Human Relations, vol. 7, 1954, p. 117-140.

Festinger, L., and Cartwright, D. et al., "A study of Rumor: Its origins and spread," Human Relations, vol. 1, 1948, p. 464-485.

File, K.M., Judd, B.B., and Prince, R.A. "Interactive Marketing: The influence of participation on positive word-of-mouth." Journal of Services Marketing, vol. 6, no. 4, Fall 1992.

File, K.M. and Prince, R.A. "Positive word-of-mouth: Customer satisfaction and buyer behavior." International Journal of Bank Marketing, vol. 10, no. 1, 1992.

Fine, G.A., "Social Component of Children's Gossip," Journal of Communication, vol. 27, no. 1, 1977, p.181-185.

Fine, G.A., "Folklore Diffusion through Interactive Social Networks," New York Journal of Folklore, vol. 5, 1979, p. 87-126.

Fine, G.A., "Cokelore and Coke Laqw: Urban belief tales and the problem of multiple origins," Journal of American Folklore, vol. 92, 1979, p. 477-482.

Fine, G.A., "The Kentucky Fried Rat: Legends and modern society," Journal of Folklore Institute, vol. 17, no. 2-3, 1980, p. 222-243.

Fine, G.A., "Rumors and Gossiping," in Handbook of Discourse Analysis, Vol. 3: discourse and Dialogue., Orlando: Academic Press, 1985, p. 223-237.

Fine, G.A., "The Goliath Effect: Corporate dominance and mercantile legends," Journal of American Folklore, vol. 58, no. 387, 1985, p. 63-84.

Friedman, H.H. and Friedman, L. "Endorser effectiveness by product type." Journal of Advertising Research, vol. 19, no. 5, Oct 1979.

Gelb, B. and Johnson, M. "Word of mouth communication: Causes and consequences." Journal of Health Care Marketing, Fall, 1995.

Giffin, G., "The Contribution of Studies of "Source Credibility to a Theory of International Trust in the Communication Process," Psychological Bulletin, vol. 68, no. 2, 1975, p. 104-120.

Goldsmith, R.E., Stith, M.T., and White, J.D. "Race and sex differences in self-identified innovativeness and opinion leadership." Journal of Retailing, vol. 63, no. 4, Winter 1987.

Gordon, J. "Insider selling." Folio, vol. 21, no. 11, Oct 11, 1992.

Gould, S. "Service Opinion leadership: A management tool for service providers and product marketers alike." Journal of Professional Services Marketing, vol. 4, no. 1, 1988.

Griffin, J. "Talk of the Town." American Demographics, Supplement, Oct 1995.

Gross, T.S. "Outrageous service keeps them laughing." Nations Business, vol. 80, no. 3, Mar 1992.

Hannah, D. and Sternthal, B., "Detecting and Explaining the Sleeper Effect," Journal of Consumer Research, vol. 11, no. 2, 1984, p. 632-42.

Hannerz, U. "Gossip, networks and culture in a black American ghetto." Ethos, vol. 32, 1967, p. 35-60.

Hastings, H. "Introducing new products without advertising." Journal of Consumer Behavior, vol. 7, no. 3, Summer 1990.

Haywood, K.M. "Managing word-of-mouth communications." Journal of Services Marketing, vol. 3, no. 2, Spring 1989.

Herr, P.M., Kardes, F.R. and Kim, J. "Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective." Journal of Consumer Research, vol. 17, no. 4, March 1991.

Higham, T.M., "The Experimental Study of the Transmission of Rumor," British Journal of Psychology, vol. 42, 1951, p. 42-55.

Higie, R.A., Price, L.L. and Feick, L.F. "Types and amount of word-of-mouth communications about retailers." Journal of Retailing, vol. 63, no. 3, Fall 1987.

Hirschhorn, L. "Managing Rumors During Retrenchment," Advanced Management Journal, Vol. 48, Summer, 1983, p. 4-11.

Hobbs, S. "The Social Psychology of a Good Story," in G. Bennett et al. (eds), Perspectives on Contemporary Legend, Vol. 2, Shefield Academic Press, 1987, p. 133-148.

Holmes, J. and Lett, J. "Product Sampling and Word of Mouth," Journal of Advertising Research, vol. 17, no. 5, 1977, p. 35-45.

Hoffman, D.L. and Novak, T.P. "Marketing in ypermedia computer- mediated environments: conceptual foundations." http://www2000.ogsm.vanderbilt.edu, July, 1995.

Horsky, D. and Mate, K. "Dynamic advertising strategies of competing durable good producers." Marketing Science, vol. 7, no. 4, Fall 1988.

Hovland, C. and Weiss, W. "The influence of source credibility on communication effectiveness." Public Opinion Quarterly, vol. 15, 1951, p. 635-50.

Hunter-Gadsden, L. "Marketing the motherland." Black Enterprise, vol. 21, no. 5, Dec 1990.

Iacobucci, D. and Hopkins, N. "Modeling dyadic interactions and networks in marketing." Journal of Marketing Research, vol. 29, no. 1, Feb 1992.

Jacobs, R. "Your best advertising . . . all free." American Salesman, vol. 32, no. 7, July 1987.

Jaeger, M.E., Anthony, S., and Rosnow, R.L. "Who hears what from whom and with what effect: A study of rumor." Personality and Social Psychology Bulletin, vol. 6, 1980, p. 473-78.

Jung, C.G. "A Visionary Rumour," Journal of Analytical Psychology, vol. 4, 1959, p. 5-19.

Kamen, J.M., Azhari, A.C. and Kragh, J.R. "What a spokesman does for a sponsor." Journal of Advertising Research, vol. 15, no. 2, April 1975.

Kaplan, R.E. "Trade routes: The manager's network of relationships." Organizational Dynamics, vol. 12, 1984, p. 37-52.

Katz, E. "The two-step flow of communication: An up-to-date report on an hypothesis." Public Opinion Quarterly, vol. 21, no. 1, Spring 1957.

Kennedy, H. "Gifts of gab." American Film, vol. 16, no. 8, Aug, 1991.

Keiningham, T. and Routon, E. "Word-of-mouth is a key to winning customers." American Banker, vol. 156, no. 62, April 2, 1991.

King, C.W. and Summers, J.O. "Overlap of opinion leadership across consumer product categories." Journal of Marketing Research, vol. 7, no. 1, Feb 1970.

Knapp, R., "A Psychology of Rumor," Public Opinion Quarterly, vol. 8, no. 1, 1944, p. 22-37.

Knopf, T., "Beating Rumors: Evaluation of rumor control centers," Policy Analysis, vol. 1, no. 4, 1975, p. 599-612.

Leonard-Barton, D. "Experts as negative opinion leaders in the diffusion of a technological innovation." Journal of Consumer Research, vol. 11, no. 4, March 1985.

Levy, R., "Tilting at the Rumor Mill," Dun's Review, vol. 118, July, 1981, p. 52-54.

Lewis, R. and Morris, S.V. "The positive side of guest complaints." Cornell Hotel & Restaurant Administration Quarterly, vol. 27, no. 4, Feb 1987.

Litwak, E. and Szelenyi, I. "Primary group structures and their functions", American Sociaological Review, vol. 35, 1969, p. 465-81.

London, I.D., and London, M.B., "Rumor as a Footnote to Chinese National Character," Psychological Reports, vol. 37, no. 2, 1975, p. 343-349.



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