基于认知-情绪交互视角的产品伤害危机沟通实证研究

An Empirical Study on Product Harm Crisis Communication based on Cognitive Emotion Interplay

从认知-情绪交互的视角出发,考量消费者的认知评价、负面情绪和行为倾向之间的关系。结果表明,危机沟通方式会导致不同强度的负面情绪,而负面情绪则显著地影响被调查者的认知评价以及行为倾向,鉴于此,应将关注消费者情绪提升到企业危机沟通的战略高度。

This paper takes a cognitive-emotion interactive perspective of product harm crisis communication. Then a series of crisis communication scenarios was designed with respect to two types of product harm events and four manners of communication. Finally, manipulation experi- ments were conducted through a field survey and the relationships among cognitive appraisal, negative emotions and behavioral tendencies were investigated. The results show that the commu- nicating manners could result in varied intensity of negative emotions, which would significantly impact the participants＇ cognitive appraisal as well as behavioral tendencies.