Jan Harold Brunvand (born March 23, 1933) is a retired American folklorist, researcher, writer, public speaker, and professor emeritus of English at the University of Utah. Brunvand is best known for popularizing the concept of the urban legend, a form of modern folklore or story telling. Urban Legends are "too good to be true" stories that travel by word of mouth, by print or the internet and are attributed to an FOAF: friend of a friend. "Urban Legends," Brunvand says, "have a persistent hold on the imagination because they have an element of suspense or humor, they are plausible and they have a moral."