Abstract
Approaching rumors as a form of collective problem-solving, this study investigated how regulatory focus (i.e., prevention vs. promotion) interacts with rumor valence to affect rumor behaviors via community motives using an experiment with 534 Korean citizens. The analysis showed that positive rumors (vs. negative) elicit stronger information seeking intentions among low promotion-focus individuals. Also, when exposed to negative rumors (vs. positive), both high prevention- and promotion-focus individuals showed stronger community motives, increasing both their rumor transmitting and information seeking intentions.
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