Intention to comply with crisis messages communicated via social media

The rapid growth of social media challenges crisis communicators to disseminate safety messages to affected audiences quickly and in a manner that promotes maximum compliance. A nationally representative consumer panel responded to food recall messages that varied in source (organizational or user-generated) and reliability (confirmed versus unconfirmed). Results indicated that intent to comply with a food recall message was stronger in response to organizational messages than to user-generated messages, but did not vary according to message reliability. Strong age cohort effects were seen in the responses to message source, with younger participants making less distinction than older cohorts between organizational and user-generated sources. Implications of the results for public relations and crisis communications theory and practice, limitations of the study, and recommendations for future research were discussed.     

Effects of crisis efficacy on intentions to follow directives during crisis

Self-efficacy has consistently been a useful predictor of behavioral intentions as a construct in many theories; yet, its role in audience adherence to instructing information during crisis is relatively unexplored. A national survey (N = 454) examines self-efficacy in public response to crisis directives and develops the concept of crisis efficacy as an important area for future research. In three crisis contexts (food-borne illness, weather emergency, and public health disease threat), crisis efficacy, along with several demographics, significantly predicted public response to instructing information. Crisis efficacy emerges as a construct with great potential to inform message design in crisis communication.     

When comparative ads are more effective: Fit with audience’s regulatory mode

According to regulatory fit theory (Higgins, 2000, Higgins, 2005), people experience regulatory fit when the manner in which they pursue a goal sustains (vs. disrupts) their regulatory orientation, and this fit strengthens their engagement in what they are doing. We tested whether the relative effectiveness of comparative and noncomparative ads varied as a function of their fit with the audience’s regulatory mode concerns, either assessment concerns with making critical evaluations or locomotion concerns with maintaining movement, with these concerns being situationally induced (Studies 1a and 1b) or chronic predispositions (Study 2). As predicted, three studies found that for participants with assessment concerns comparative ads were more effective than noncomparative ads, whereas for participants with locomotion concerns noncomparative ads were more effective than comparative ads. Supporting the mechanism predicted by regulatory fit theory, the studies also found that these fit effects on purchase intentions were mediated by strength of engagement with the message.     

HPV vaccination campaign fear visuals: An eye-tracking study exploring effects of visual attention and type on message informative value,recall, and behavioral intentions

HPV is the most common sexually transmitted disease, and there are alarming global disparities in cervical cancer and HPV vaccination uptake (CDC, 2016a). To inform HPV vaccination public health campaigns, an experiment with a psychophysiological measure (eye-tracking) explores the effects of visual attention to vaccination messages on message recall, informative value, and behavioral intentions. Results indicate 1) visual type affects recall and informative value of vaccination messages as well as intentions to vaccinate; 2) visual attention is negatively related to message recall only when a non-fear visual is used; and 3) visual attention predicts intent to vaccinate only when a fear visual is utilized. These results suggest the use of fear appeals in health, crisis, and risk public relations campaigns may promote performance of recommended safeguarding behaviors.     

The effects of cultural appeal,product involvement,and ethnic identity on attitudes and recall in online advertising

The three studies presented here use four distinct samples that were gathered in mainland China, the United States, and Malaysia. We examined the persuasive effects of culturally congruent online advertising. We also explored the effects of interactions between ethnic identity and product category. Our findings showed that advertisements with collectivistic appeal, although they enhanced attitudes toward ads and brands across all samples, tended to diminish advertising recall. Furthermore, our results revealed that the level of ethnic identity and product category interacted with the main effects of culture on attitudes. Specifically, participants with high levels of ethnic identity had particularly strong reactions to culturally congruent advertisements. In addition, the attitudinal and cognitive effects of cultural appeal tended to diminish in high-involvement product advertisements, which may explain the decreased levels of recall observed in our initial inquiries. Our findings are presented in the contexts of global branding and future cross-cultural advertising research.     

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

An Examination of Weight-Associated Memorable Messages,Sources, and Outcomes

As college students are particularly vulnerable to weight struggles, understanding how weight-related communication impacts behavior can have important implications for overall health. This study investigated memorable messages regarding weight using the theoretical lens of control theory. Control theory provides a guiding framework to predict how memorable messages impact subsequent behavior when an individual senses a discrepancy between their ideal and actual weight. Participants were asked to report whether they had experienced a weight-associated discrepancy and if they recalled a memorable message about this issue. For those with a memorable message, characteristics and outcomes of the message were solicited. The prevalence of weight-associated discrepancies, associated memorable messages, topics, sources, and perceived intentions of the memorable messages and the reported outcomes of message recall were identified. Findings address the relationship between interpersonal communication and weight and offer insight to the role of memorable messages in both construction and achievement of individuals’ ideal states.     

Gauging consumers’ responses to CSR activities: Does increased awareness make cents?

This study assessed the impact of knowledge of a company's corporate social responsibility efforts on both attitude and purchase intent. Until now, research studies have assumed knowledge was created via message exposure without measuring it. Results indicate that participants exposed to information about a company's CSR activities are more knowledgeable about those activities and that increased knowledge positively impacts attitudes and purchase intentions.     

The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context

Although consumer skepticism about corporate social responsibility (CSR) is on the rise, research is sparse on the psychological dynamics of this skepticism, particularly when CSR communication serves as a company’s crisis response strategy. Employing two between-subjects design experiments, this study aims to fill this gap by looking at the role consumer CSR skepticism plays in consumer reactions to CSR communications in different types of crises. The study 1 results show that dispositional CSR skepticism did not moderate the effect of crisis type on attitudes and intentions when CSR was used as a post-crisis response strategy. The study 2 findings, however, indicated that situational CSR skepticism significantly mediated the impact of crisis type and CSR motives on purchase intentions only when the crisis stemmed from some accidental rather than preventable circumstance. Theoretical and practical implications are discussed.     

Never easy to say “sorry”: Exploring the interplay of crisis involvement,brand image,and message appeal in developing effective corporate apologies

This study examines how the interplay among crisis involvement, brand image, and message appeal impacts the effectiveness of an apology in the context of a corporate crisis. To determine apology effectiveness, a 2 (crisis involvement: high vs. low) × 2 (brand image: symbolic vs. functional) × 2 (message appeal type: emotional vs. informational) experimental design was employed. The results demonstrate that the three-way interaction is significant, especially in the low-crisis involvement condition. The study concludes with a discussion of theoretical and practical implications and directions for future research.     

Johnson and Johnson phantom recall: A fall from grace or a re-visit of the ghost of the past

This paper addresses and evaluates the case of Johnson and Johnson's crisis management. In an attempt to analyze the case, the paper overviews Johnson and Johnson's Tylenol product tampering in the 1980s and its recent phantom recall of Children's Motrin. The assessment of the company's crisis management was done using the anticipatory model of crisis management (AMCM). Conclusions drawn from this assessment put Johnson and Johnson in a different spotlight than it had enjoyed during its earlier crisis management efforts. Implications for organizational crisis management efforts are also presented.     

Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?

This study connected framing theory with corporate social responsibility (CSR) communication literature to examine whether a CSR message that emphasizes customers’ contribution to CSR efforts can enhance CSR communication and mitigate the negative effects of skeptical comments from other users on social networking sites (SNSs). Specifically, this study examined whether a customer-credit-sharing CSR message, compared to a conventional self-promoting message, better mitigated the effects of skeptical comments from other SNSs users on values-driven motives perceived by customers, customers’ positive attitudes, and behavioral intentions. It also explored whether the effects of strategic framing changed when skeptical comments were made online by friends or strangers. A total of 400 customers participated in an online between-subjects experiment. The results showed that the credit-sharing message better protected perceived values-driven motives and positive attitudes toward the company after the customers were exposed to skeptical comments, regardless of who posted the skeptical comments. Customers who read the credit-sharing message also showed stronger intention to defend the company’s CSR efforts and stronger purchase intention when the skeptical comments came from a friend. More theoretical and practical implications are discussed.     

Crisis communication research in Israel: A meta-analysis

This study presents a meta-analysis of crisis research in Israel. It highlights achievements and lacunas, as well as significant gaps in theory, methodology and practice. Moreover, the study reveals trends in applications to specific areas and topics. The paper statistically examines crisis research via crisis type, discipline, and research focus. The results finally showcase a viable need to apply crisis communication theory to research regarding crises in Israel.     

Consumer response to crisis: Exploring the concept of involvement in Mattel product recalls

The present study examines two hypotheses: (1) there is a difference between how highly involved consumers perceived the 2007 Mattel product recalls and how national daily newspapers covered those recalls in terms of crisis responsibility and reputation; (2) the frequency of emotion manifested among highly involved consumers will increase over time. A content analysis of the bulletin boards for two parent online communities and a content analysis of four major daily newspapers were conducted. The data were consistent with the hypotheses proposed. Practical and theoretical implications are discussed.     

Improving public relations web sites through usability research

Public relations communicators can use a variety of techniques to pretest the effectiveness of messages, including readability testing, focus groups, peer and jury reviews, experiments and field testing/test marketing. Another yet-untapped technique is usability research, a set of procedures used for more than 50 years in product and software development. Although usability is a technique that can be applied to any type of public relations message, usability research has particular relevance for enhancing the effectiveness of web sites and other new interactive techniques. This article examines the nature and value of usability research, and the elements of an effective web site based on usability principles. Applications to other types of public relations communications are also discussed.     

Predicting informant accuracy from patterns of recall among individuals

This paper examines the question of informant accuracy in reporting patterns of communication in face-to-face groups. We are attempting to establish the extent to which it is possible to predict individual differences in accuracy from the patterns of recall among informants. We use data from a series of studies by Bernard, Killworth, and Sailer (Killworth and Bernard, 1976, Killworth and Bernard, 1979Bernard and Killworth 1977;Bernard et al., 1980, Bernard et al., 1982) in which they collected observed behavior interaction frequencies and subsequently asked informants to recall and rate the degree of previous communication. In this paper we attempt to predict the accuracy of recall, i.e. how well each individual's ranking corresponds to the overall observed interactions for the group as a whole, by looking solely at the recall ranking. Using this method, we are able to account for a major share of the variance in accuracy among the subjects. We outline a theory and method for predicting accuracy based upon recall data that may be generalized to a variety of situations beyond social interaction data.     

The effects of consideration of future consequences and CSR fit in stigmatized industries: Perceived CSR motives as mediators

This study explored the effects of fit between corporations and their corporate social responsibility (CSR) initiatives in stigmatized industries. Specifically, it examined how these effects vary depending on stakeholders’ consideration of future consequences (CFC) in influencing individuals’ attitudes toward CSR and corporations and purchase intentions; further, it explored whether such interaction effects are mediated by three underlying perceived motives. The study involved a between-subjects experiment with 144 college students. The results showed that high-CFC individuals perceived corporations with strong fit to their CSR initiatives as more stakeholder- and self-serving. The interaction effect also was mediated by stakeholder-serving motives in influencing purchase intentions and by self-serving motives in influencing CSR and corporation-related attitudes.     

Spoofing: social commentary or effective marketing tool? Testing promotion vs. prevention message frames in college students’ fight against obesity

Spoofs parody regular advertisements in an attempt to discourage consumers from using or buying certain products. Using regulatory focus theory, the overarching question in this paper was whether spoofs (promotion vs. prevention) act as anti-consumption messages to fight obesity among college students. In Study 1, a repeated measures design was employed where participants were shown the regular ad followed by either spoof, while in Study 2, a between-subjects design was used and participants were exposed to either one of the three ads. Findings from both studies confirmed that spoofing potentially impacts brands, specifically, purchase intentions. Effectiveness of either spoof varies with respect to the presentation order of the ads and levels of anti-commercial consumer rebellion. Theoretical and managerial implications are discussed.     

Product recalls and organizational learning: ConAgra's responses to the peanut butter and pot pie crises

This study focused on ConAgra's communication strategies utilized during its peanut butter and pot pie product recalls. A content analysis revealed that ConAgra handled each recall differently, with little evidence of organizational learning. The use of strategic ambiguity during the peanut butter recall enabled ConAgra to respond more successfully to consumers than during the pot pie recall.     

A blame narrative approach to apologetic crisis management: The serial apologiae of United Airlines

Using the crisis faced by United Airlines in 2017 when the air carrier forcibly removed Dr. David Dao from a flight, this paper uses a blame narrative perspective to focus on the apologetic efforts of CEO Oscar Munoz in his multiple attempts to resolve the public relations crisis faced by the airline. In so doing, it shows that because Munoz and United initially resisted taking responsibly, the airline perpetuated the crisis by issuing multiple apologiae. This was due to the fact that its first narrative denied responsibility and shifted blame, and only when the airline proffered a narrative that took responsibility and apologized did it meet stakeholder expectations-and subsequently resolve the crisis. As such, this paper argues that future directions in apologia studies should focus less on message strategies and instead seek to uncover the broad narratives, blame and otherwise, that inhere in this form of discourse.