| Abstract: | The present investigation was intended to identify the emotional and cognitive factors associated with the transmission and acceptance of widely disseminated misconceptions about AIDS. A rumor questionnaire listing 10 prevalent misconceptions about AIDS was completed by 229 college students. Consistent with predictions derived from current rumor theory (Rosnow, 1980, 1988), anxiety elicited by AIDS rumors was found to be the factor most strongly related to rumor transmission. The subjects who reported having changed their behavior as a result of the AIDS crisis also were likely to transmit AIDS rumors. Regression analysis revealed that, together, personal anxiety elicited by specific rumors and behavior change represented the strongest predictors of AIDS rumor transmission (R2= .24, p < .0001). Anxiety-provoking rumors perceived as important and personally consequential were most likely to be believed (R2= .56, p < .0001). A minority of subjects (12%) reported behavior changes that actually reduce the risk of AIDS. Implications of this research for AIDS public education campaigns are discussed. |
