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

Yi Xiao (UGent) , Liselot Hudders (UGent) , An-Sofie Claeys and Veroline Cauberghe (UGent)
(2018) PUBLIC RELATIONS REVIEW. 44(5). p.794-806
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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

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Chicago
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.
APA
Xiao, Yi, 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.
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.
MLA
Xiao, Yi, Liselot Hudders, An-Sofie Claeys, et al. “The Impact of Expressing Mixed Valence Emotions in Organizational Crisis Communication on Consumer’s Negative Word-of-mouth Intention.” PUBLIC RELATIONS REVIEW 44.5 (2018): 794–806. Print.
@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},
  keyword      = {Crisis communication,negative word-of-mouth,mixed emotions,emotion valence,anger,hope},
  language     = {eng},
  number       = {5},
  pages        = {794--806},
  title        = {The impact of expressing mixed valence emotions in organizational crisis communication on consumer{\textquoteright}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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