Graduation Year
2023
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelly Werder, Ph.D.
Committee Member
Kelli Burns, Ph.D.
Committee Member
Kimberly Walker, Ph.D.
Keywords
crisis communication, strategy response, emotions, perceptions, behavior intent
Abstract
This study investigates the different dynamics of consumer responses to crisis communication strategies employed by businesses during challenging situations. Focusing on emotions, attitudes, and behavioral intentions, the research explores the impact of denial, diminish, and apology crisis messages on consumers. Drawing on a comprehensive analysis of a crisis scenario, the study illuminates the intricate relationship between these strategies and consumer emotions such as anger, disgust, sadness, and happiness. The findings reveal nuanced patterns, demonstrating that while denial messages evoke strong negative emotions and unfavorable attitudes, diminish messages, when perceived as deflecting blame, can lead to mixed emotional responses and ambiguous attitudes. In contrast, sincere apology messages significantly enhance positive emotions, trust, and favorable behavioral intentions. The study emphasizes the pivotal role of transparency, empathy, and consistency in crisis communication, offering valuable insights for businesses seeking to navigate consumer perceptions and foster resilient relationships post-crisis.
Scholar Commons Citation
Ahumada, Valentina, "An Experimental Analysis of the Effect of Crisis Response Message Strategies on Consumer Emotions, Perceptual Beliefs and Intended Behavior" (2023). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/10016
