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The impact of expressing mixed valence emotions in organizational crisis communication on consumer's negative word-of-mouth intention

Tijdschriftbijdrage - Tijdschriftartikel

© 2018 Elsevier Inc. This paper examines the impact of expressing different discrete emotions with a mixed valence (anger and hope) in organizational crisis communication on negative word-of-mouth on social media. In particular, the effects of expressing discrete emotions with a single valence (either positive or negative) versus mixed valence (expressing both positive and negative emotions) emotions are studied by means of a 4 (emotional message framing: control vs. positive emotion vs. negative emotion vs. mixed valence emotions) by 2 (crisis type: victim vs. preventable crisis) between-subjects experimental design (N = 295). Results show that in a preventable crisis, expressing mixed valence emotions elicits higher perceived sincerity and more empathy towards the spokesperson, and subsequently less negative word-of-mouth compared to expressing either single emotions or the control condition. However, in the case of a victim crisis, expressing single emotions, and especially a negative emotion like anger, results in less negative word-of-mouth through an increase in perceived sincerity and empathy towards the spokesperson.
Tijdschrift: Public Relations Review
ISSN: 0363-8111
Issue: 5
Volume: 44
Pagina's: 794 - 806
Jaar van publicatie:2018
BOF-keylabel:ja
IOF-keylabel:ja
BOF-publication weight:1
CSS-citation score:1
Auteurs:International
Authors from:Higher Education
Toegankelijkheid:Closed