The Messenger is the Message: Examining the Effects of Crisis Type and Spokesperson Choice on Publics’ Moral Emotions, Perceived Accountability and Authenticity, and Behavioral Intentions
The Messenger is the Message: Examining the Effects of Crisis Type and Spokesperson Choice on Publics’ Moral Emotions, Perceived Accountability and Authenticity, and Behavioral Intentions
Rongting Niu (Ph.D. candidate), Ejae Lee, Yan Jin and Yi Zhao (Ph.D. student), "The Messenger is the Message: Examining the Effects of Crisis Type and Spokesperson Choice on Publics’ Moral Emotions, Perceived Accountability and Authenticity, and Behavioral Intentions," to be presented at the AEJMC Conference, New Orleans, Louisiana, August 5–8.
Abstract: Grounded in the triadic appraisal framework of situational crisis communication theory (SCCT) and the latest theoretical approach to understanding moral-related crisis emotions, a 3 (organizational crisis type: human error vs. management misconduct vs. scansis) × 3 (spokesperson choice: operations director vs. director of communications vs. CEO) between subjects online experiment with U.S. adults (N = 653) was conducted to examine the effects of preventable crisis and spokesperson types on publics’ crisis responses.
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