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

(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, DISCRETE EMOTIONS, POSTCRISIS COMMUNICATION, ANGER, FORGIVENESS, STRATEGIES, MANAGEMENT, OUTCOMES, RENEWAL, HOPE, SELF

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Citation

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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://doi.org/10.1016/j.pubrev.2018.10.007}},
  volume       = {{44}},
  year         = {{2018}},
}

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