"A fresh look at informal communication, and how information spreads rapidly...An absorbing and compelling book." -Daniel J. Levitin, author of This Is Your Bra

Psychologist DiFonzo has studied hearsay for more than 15 years, and in this book he argues that rumors--and the tendency to believe them without question--stem

The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably,