1. In October 2008, a rumor started that Steve Jobs (then CEO of Apple) has suff
ID: 457406 • Letter: 1
Question
1. In October 2008, a rumor started that Steve Jobs (then CEO of Apple) has suffered a heart attack. The posting, made on iReport, a user-generated content site run by CNN, said, "Jobs was rushed to the ER just a few hours ago after suffering a major heart attack,". Apple shares fell sharply after the erroneous Web report.
One expert pointed out that while CNN clearly states the content on iReport is unedited and unfiltered, the false report also raises questions as to the credibility of user-generated content, and how much traditional media outlets should embrace such formats. The expert was using the _____________ strategy to mitigate the rumor.
A. Denial
B. Positive Reassociation
C. Questioning confidence of the belief
2.Online communities tend to be more successful if they create an immersive experience for participants. This is known as ________.
A.atmospherics
B.flow
C.social object
D,framing
Explanation / Answer
1. The answer is "C" - questioning confidence of the belief. Asking people not to be confident of the rumor based on what they read has the strongest mitigating impact. When readers are asked to question their confidence about the rumor that Steve Jobs had a heart attack by the expert, consumers are more likely to verify the truth of the rumor before believing in it. Here the expert has clearly pointed that the iReport is unedited and unfiltered.
2. The answer is "A" - atmospherics. Online communities, when they create immersive experience for participants, the result is that the senses of the participants are deeply involved. In such cases particpants are engaged wholly and deeply. Thus atmospherics is used in the form of features or statements that are intended to create a particular attitude or mood for the participants.
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