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Product recall communication : effect of framing on consumer’s emotions, attitude and behavioral intentions.

Tutmann, M. (2016) Product recall communication : effect of framing on consumer’s emotions, attitude and behavioral intentions.

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Abstract:The purpose of this study regarding product recall crisis communication was to give answer to the research questions of this research. By means of a 2x2x2 scenario-based experiment it was aimed to investigate the impact between product recall message framing (rational vs. emotional), product type (food vs. cosmetic), and prior recall history (first product recall vs. second product recall) of the affected company and their influence on consumer’s emotions, attitude and behavioral intentions. Data was gathered by using an online questionnaire. In total, 294 participants were randomly assigned. Remarkably, most results were in contrast with pre-assumptions and prior research. However, this research validates the importance of choosing appropriate framing regarding prior recall history. Emotional framing tends to soften negative emotions when used at a second product recall. Furthermore, the present research states that emotions and attitude towards the affected company play an important role in crisis communication. They do influence behavioral intentions such as word-of-mouth and future purchase intention. Therefore, it is very crucial for a company to attempt influencing the emotions of consumers by means of framing in order to ease the negative effect of the crisis. This needs to be taken into account when considering framing, especially regarding prior crisis history.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69347
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