The impact of expressing mixed valence emotions in organizational crisis communication on consumer’s negative word-of-mouth intention
- Author
- Yi Xiao, Liselot Hudders (UGent) , An-Sofie Claeys (UGent) and Veroline Cauberghe (UGent)
- Organization
- Abstract
- 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.
- Keywords
- Crisis communication, negative word-of-mouth, mixed emotions, emotion valence, anger, hope, DISCRETE EMOTIONS, POSTCRISIS COMMUNICATION, ANGER, FORGIVENESS, STRATEGIES, MANAGEMENT, OUTCOMES, RENEWAL, HOPE, SELF
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-8577432
- MLA
- Xiao, Yi, et al. “The Impact of Expressing Mixed Valence Emotions in Organizational Crisis Communication on Consumer’s Negative Word-of-Mouth Intention.” PUBLIC RELATIONS REVIEW, vol. 44, no. 5, 2018, pp. 794–806, doi:10.1016/j.pubrev.2018.10.007.
- APA
- Xiao, Y., Hudders, L., Claeys, A.-S., & Cauberghe, V. (2018). The impact of expressing mixed valence emotions in organizational crisis communication on consumer’s negative word-of-mouth intention. PUBLIC RELATIONS REVIEW, 44(5), 794–806. https://doi.org/10.1016/j.pubrev.2018.10.007
- Chicago author-date
- Xiao, Yi, Liselot Hudders, An-Sofie Claeys, and Veroline Cauberghe. 2018. “The Impact of Expressing Mixed Valence Emotions in Organizational Crisis Communication on Consumer’s Negative Word-of-Mouth Intention.” PUBLIC RELATIONS REVIEW 44 (5): 794–806. https://doi.org/10.1016/j.pubrev.2018.10.007.
- Chicago author-date (all authors)
- Xiao, Yi, Liselot Hudders, An-Sofie Claeys, and Veroline Cauberghe. 2018. “The Impact of Expressing Mixed Valence Emotions in Organizational Crisis Communication on Consumer’s Negative Word-of-Mouth Intention.” PUBLIC RELATIONS REVIEW 44 (5): 794–806. doi:10.1016/j.pubrev.2018.10.007.
- Vancouver
- 1.Xiao Y, Hudders L, Claeys A-S, Cauberghe V. The impact of expressing mixed valence emotions in organizational crisis communication on consumer’s negative word-of-mouth intention. PUBLIC RELATIONS REVIEW. 2018;44(5):794–806.
- IEEE
- [1]Y. Xiao, L. Hudders, A.-S. Claeys, and V. Cauberghe, “The impact of expressing mixed valence emotions in organizational crisis communication on consumer’s negative word-of-mouth intention,” PUBLIC RELATIONS REVIEW, vol. 44, no. 5, pp. 794–806, 2018.
@article{8577432,
abstract = {{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.}},
author = {{Xiao, Yi and Hudders, Liselot and Claeys, An-Sofie and Cauberghe, Veroline}},
issn = {{0363-8111}},
journal = {{PUBLIC RELATIONS REVIEW}},
keywords = {{Crisis communication,negative word-of-mouth,mixed emotions,emotion valence,anger,hope,DISCRETE EMOTIONS,POSTCRISIS COMMUNICATION,ANGER,FORGIVENESS,STRATEGIES,MANAGEMENT,OUTCOMES,RENEWAL,HOPE,SELF}},
language = {{eng}},
number = {{5}},
pages = {{794--806}},
title = {{The impact of expressing mixed valence emotions in organizational crisis communication on consumer’s negative word-of-mouth intention}},
url = {{http://dx.doi.org/10.1016/j.pubrev.2018.10.007}},
volume = {{44}},
year = {{2018}},
}
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