This article analyzes an important problem in crisis management: how to affect public awareness of news media in the reporting of a disaster. Previous research has found that congruency between the regulatory orientation of a consumer along with a product recall message -also referred to as the regulatory fit effect--raises conformity using a product recall request. Could the introduction of a regulatory fit effect prior to reading a news article about crisis also be advantageous to a business? Two individually conducted research in United States and India show crises in different sectors of the industry. The research developed different results from other research previously carried out. The reactions are more negative related to the company in terms of product purchase and product recall system.
The findings show that these negative consumer reactions happened because regulatory fit enriched people's vulnerability to harm after reading the post. These results suggest that a company should consider creating regulatory non-fit, in order to help determine the public's perceptions of a disaster.
PUBLICATION DATE: March 15, 2015 PRODUCT #: BH656-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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