Underlying processes of SCCT: Mediating roles of preventability,blame, and trust |
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| Institution: | 1. Departament of Communication and Social Psychology, University of Alicante, San Vicente del Raspeig, Alicante, 03690, Spain;2. Technology Transfer Office, University of Alicante, San Vicente del Raspeig, Alicante, 03690, Spain;3. School of Computer Science and Informatics, Cardiff University, Queen''s Buildings, 5 The Parade, Roath, Cardiff, CF24 3AA, UK;1. Department of Advertising and Public Relations, University of Alabama, Reese Phifer 412, Box 870172, Tuscaloosa, AL, 35487, United States;2. Jack J. Valenti School of Communication, University of Houston, Houston, TX, 77204, United States |
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| Abstract: | Despite the prevalence of the situational crisis communication theory (SCCT; Coombs, 2007) in crisis communication research, few SCCT-based studies have examined how different crisis types affect post-crisis reputation. This study, therefore, attempts to uncover the underlying processes of SCCT. Specifically, this study examined preventability, blame, and trust as potential mediators of crisis type and organizational post-crisis reputation. A between-subjects experimental study (crisis type: victim vs. accidental vs. preventable) was conducted with 329 college students. The results revealed that crisis type had no direct effects on reputation, but it did affect preventability, blame, and trust. More significantly, the results showed that crisis type indirectly affected reputation in two distinct ways: (1) via a sequence of preventability and blame and (2) via trust. The study includes a discussion of theoretical and practical implications. |
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| Keywords: | Situational crisis communication theory Crisis type Trust Preventability Blame |
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