Rumor - Psychology of Rumor (1947)

Psychology of Rumor (1947)

In the 1947 study, Psychology of Rumor, Gordon Allport and Joseph Postman concluded that, "as rumor travels it grows shorter, more concise, more easily grasped and told." This conclusion was based on a test of message diffusion between persons, which found that about 70% of details in a message were lost in the first 5-6 mouth-to-mouth transmissions.

In the experiment, a test subject was shown an illustration and given time to look it over. They were then asked to describe the scene from memory to a second test subject. This second test subject was then asked to describe the scene to a third, and so forth and so on. Each person’s reproduction was recorded. This process was repeated with different illustrations with very different settings and contents.

Allport and Postman used three terms to describe the movement of rumor. They are: leveling, sharpening, and assimilation. Leveling refers to the loss of detail during the transmission process; sharpening to the selection of certain details of which to transmit; and assimilation to a distortion in the transmission of information as a result of subconscious motivations.

Assimilation was observed when test subjects described the illustrations as they ought to be but not as they actually were. For example, in an illustration depicting a battle-scene, test subjects often incorrectly reported an ambulance truck in the background of the illustration as carrying “medical supplies,” when, in fact, it was clearly carrying boxes marked “TNT (102).”