企业高声誉的负面效应的心理学机制

Psychological mechanisms underlying the negative effects of corporations’ high reputation

企业高声誉通常被视为企业的无形资产,可以给企业带来诸多竞争优势。然而,无论是在常规情景(企业正常经营)下,还是在危机情景(爆发妨碍企业正常运营并可能伤害企业的事件后)下,企业高声誉都可能对企业和员工产生负面影响。高声誉的负面效应源于企业声誉的微观心理基础,即企业利益相关者的认知和情绪。其中,在常规情景下,高声誉通过认知和情绪机制分别对企业和员工产生负面效应;在危机情景下,高声誉主要通过认知机制恶化危机给企业所带来的负面影响。高声誉的负面效应受到个人、组织和市场等多层次因素的调节,且常规和危机情景之下负面效应的边界条件有所不同。未来研究可以进一步挖掘高声誉各维度在常规和危机情景下负面影响的独特作用机制和边界条件,研究各维度之间的交互作用,拓展高声誉对企业员工的负面影响,探究高声誉负面影响的动态变化,以及开展有关高声誉负面效应的元分析。

A high level of corporate reputation is usually viewed as an intangible asset of the firm,which results in considerable competitive advantages.However,the existing research has also revealed that,possessing a high reputation can burden firms and individuals both under normal operation and crisis situations.The negative effects of a high reputation originate from its micro-foundations,which are the stakeholders’cognitions and emotions.Under normal operation situation,a high reputation has negative influences on firms via cognitive mechanisms and on employees via emotional mechanisms;while in crisis situation,it impacts firms through cognitive mechanisms.In addition,the negative effects of a high reputation have multi-level moderators,including individual-,firm-,and market-level factors.Moreover,the correspondingly boundary conditions under the normal and crisis situations are different.Future research can focus on the multi-dimensionality of corporate reputation and delve into the unique mechanisms and the boundary conditions of different dimensions of a high reputation in terms of negative effects,while exploring the interactions between multiple dimensions.Researchers can also further study the negative influences on employees,expand upon the dynamic evolution of the negative effects of a high reputation,and consider a meta-analysis.