دانلود رایگان مقاله بررسی اثربخشی ایجاد سازگاری نظارتی در ارتباطات بحران

Abstract

This article examines an important issue in crisis management: how to influence public perceptions of the news media’s reporting of a crisis. Previousresearch has found that congruency between the regulatory orientation of a consumer and a product recall message–—also known as the regulatory fit effect–—increases compliance withaproductrecallrequest.Couldthe creation ofa regulatory fiteffectpriortoreading a news article about a crisis also be beneficial to a company? Two separate experiments conducted in the United States and India involving crises in different industries (airline and tires) examined this issue, and found that contrary to previous research, reactions toward the companyweremore negativeinterms of expectations fora product recall and future purchase intentions. The findings revealed that these negative consumer reactions occurred because regulatory fit enhanced people’s vulnerability to harm after reading the article. These results suggest that a company should consider creating regulatory non-fit in order to influence the public’s perceptions of a crisis.

5.3. Discussion

Experiment 2 replicated the findings of Experiment 1 by further demonstrating that experiencing regulatory fit priorto reading a news article about a crisis is not beneficial to a company, and is actually more harmfulthan helpful. On the other hand, creating an experience of non-fit reduces the negative effects of the news article. In addition, this experiment found the reason for the negative effect of regulatory fit on future purchase intentions: an increased belief of personal vulnerability to harm resulting from the crisis.