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表达的具象度与距离感：危机传播模式中两个关键性变量的效应评测
The concreteness of expression and the distance perception: Effect evaluation of two key variables in the crisis communication model
危机回应是一种有说服力的沟通方式，是组织为了避免或减少舆论危机对其声誉产生不良影响的常用方法之一。然而，危机回应时组织应该“如何说”在很大程度上被研究者所忽视。本研究利用双重编码理论和解释水平理论构建有调节的中介模型，检验传播表达模式的具象度对组织声誉的影响。研究结果发现，在危机情境中组织采用高具象度的传播表达模式会给组织声誉带来积极影响，该影响是通过受众对回应信息的可理解性起作用的，但这一过程会受到距离感的调节。高具象度的危机回应将为被受众感知距离接近的组织带来更高的组织声誉；相反，低具象度的危机回应将为被受众感知距离遥远的组织带来更高的组织声誉。
Crisis response is a persuasive form of communication, one of the common method to avoid or reduce the damage to organizational reputation when faced with a crisis in public opinion. However, the “how to say” in organizational crisis response has been largely ignored by researchers. This study uses dual coding theory and construal level theory to construct a moderated mediation model to test the effect of concreteness of communication expression style on organizational reputation. The results of the study showed that, in a crisis situation, the communication expression style of high concreteness adopted by an organization will have a positive impact on the organization’s reputation, the effect is mediated by the audience’s comprehensibility of the response message, but this process is moderated by the distance perception. High concreteness crisis response will bring higher organizational reputation for organizations perceived to be close to the audience. On the contrary, low concreteness crisis response will bring higher organizational reputation to organizations perceived as distant by the audience.
危机回应 / 传播表达模式 / 双重编码理论 / 解释水平理论
crisis response / communication expression style / dual coding theory / construal level theory
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Despite the importance of affect in persuasion and strategic communication decision making, there is a lack of a systematic and integrated approach to understanding how discrete emotions publics experience in crises and their behavioral tendencies are associated with their cognitive appraisals. A 2 (predictability: high and low) × 2 (controllability: high and low) between-subjects experiment using a random general public sample was designed to examine the variance in publics’ affective responses, their strategies of coping with crises, and their acceptance of different organizational crisis responses, as a function of publics’ appraisal of crisis predictability and controllability. Differential influences of the cognitive appraisals were found on publics’ negative emotional responses (i.e., anger, sadness, and fright) as well as their coping strategy and organizational crisis response preferences.
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Consumers are often frustrated by customer service. But could a simple shift in language help improve customer satisfaction? We suggest that linguistic concreteness—the tangibility, specificity, or imaginability of words employees use when speaking to customers—can shape consumer attitudes and behaviors. Five studies, including text analysis of over 1,000 real consumer–employee interactions in two different field contexts, demonstrate that customers are more satisfied, willing to purchase, and purchase more when employees speak to them concretely. This occurs because customers infer that employees who use more concrete language are listening (i.e., attending to and understanding their needs). These findings deepen understanding of how language shapes consumer behavior, reveal a psychological mechanism by which concreteness impacts person perception, and provide a straightforward way that managers could help enhance customer satisfaction.
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Customers often react strongly to service failures, so it is critical that an organization's recovery efforts be equally strong and effective. In this article, the authors develop a model of customer satisfaction with service failure/recovery encounters based on an exchange framework that integrates concepts from both the consumer satisfaction and social justice literature, using principles of resource exchange, mental accounting, and prospect theory. The research employs a mixed-design experiment, conducted using a survey method, in which customers evaluate various failure/recovery scenarios and complete a questionnaire with respect to an organization they recently had patronized. The authors execute the research in the context of two different service settings, restaurants and hotels. The results show that customers prefer to receive recovery resources that “match” the type of failure they experience in “amounts” that are commensurate with the magnitude of the failure that occurs. The findings contribute to the understanding of theoretical principles that explain customer evaluations of service failure/recovery encounters and provide managers with useful guidelines for establishing the proper “fit” between a service failure and the recovery effort.
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This article analyzes the linguistic cues used by naïve perceivers to assess the expertise of online medical advice. We develop a theoretical framework of linguistic correlates to perceived expertise and test it on a corpus of 120 online medical advice messages, written by either medical doctors or laypersons. Linguistic Inquiry and Word Count (LIWC) analyses show that messages were perceived as more expert if they contained more words (an indicator of uncertainty reduction), fewer I-pronouns and anxiety-related words (indicators of psychological distancing), and more long words and negations (indicators of cognitive complexity). These linguistic cues explained over a third of the variance in expertise ratings. Although unaware of the author of each message, perceivers were able to discern between messages written by doctors versus laypersons. However, only long words were helpful in making this distinction. Results advance the literature on linguistic correlates of psychological processes.
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As one of the first empirical analyses focusing on corporate executive officers’ (CEOs) communication style on social media and its impacts, the study aims to advance the theoretical understanding of CEO sociability and the mechanism underneath its effects on the broader public relations outcome of organization–public relationship and public advocacy. Through a quantitative survey with 332 social media users who have followed corporate CEOs on social media, this study illuminated how CEOs’ responsive and assertive communications induce the CEOs’ followers to perceive the corporate leaders as amicable role models and caring friends, which in turn improve their trust of, satisfaction with, and advocacy for the company. Hence, the findings highlight the pivotal role of CEOs as chief engagement officer in developing meaningful interpersonal interactions and relationships with today’s digital savvy publics.
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When corporations are confronted with a crisis, well-crafted CEO apologies can serve to repair, restore, and rebuild a damaged corporate image. In prior research, the use of linguistic resources exhibited in CEO corporate apology discourse for different crisis response strategies has not been sufficiently examined. Drawing on the appraisal framework and subsumed linguistic resources, this study analyzed the discursive construction of crisis response strategies in the corporate apology discourse of leading companies listed in the Fortune Global 2000. The findings revealed an integrated use of crisis response strategies in which attitude appraisal resources predominated, while different types of appraisal resources were deployed in various crisis response strategies to achieve rhetorical persuasion in corporate communication. The proposed framework integrating crisis response strategies in CEO apology discourse with appraisal resources could guide CEOs and crisis communicators to use the right words when composing corporate apologies.
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This study aims to examine the relationship between service providers' communication style and customer satisfaction and how service criticality and nature moderate this relationship.
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The purpose of this paper is to investigate how nonprofit service providers can better engage their customers through online communication. It identifies two communication styles and three communication functions, and examines their impact on customer commenting, customer liking and customer sharing.
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This study focused on individual interpretation of crisis communication messages and aimed to examine which forms of crisis narratives can enhance audience engagement in crisis communication such as reduction of negative emotions. An experimental study was conducted, simulating audience experience with blog posts written for crisis communication. Data suggest that the openness to dialogic communication is essential to creating and enhancing audience engagement in crisis communication, which, in turn, leads to positive postcrisis perceptions. Among several dimensions of audience engagement, reduction of negative emotions was a critical mediator that connected the impact of openness to dialogic communication with positive postcrisis perceptions.
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On November 18, 2018, the Italian fashion house Dolce & Gabbana (D&G) released a controversial video on all their social media channels. The video triggered an instant outcry from the general Chinese public, who called the video a racist caricature of Chinese culture. D&G responded to the crisis with several image repair strategies. This study examines D&G’s crisis communication efforts in the wake of this incident. Departing from corporate-oriented perspectives prevalent in the field of public relations, this study employs a dynamic, public-oriented view of crisis communication, which focuses on the dynamic, interactive process of crisis development from the standpoint of the publics. By analyzing communicative behavior on Twitter (an increasingly influential alternative public sphere in China) and in particular, comments and responses toward the crisis communication strategies employed by D&G, we have identified four prominent themes, or ways that publics framed their key messages against the corporation: “Apology not enough”; “Apology done badly”; “Call to unite against D&G”; and “Sarcasm, mockery, and abuse.” And they can be interpreted as a number of crisis communication strategies of the global, online publics. Based on our analysis of the D&G case, we discuss the theoretical implications of a dynamic, public-oriented perspective (DPOP) on crisis communication, highlighting its key areas of difference from the corporate-oriented perspective (COP).
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感谢华南理工大学新闻与传播学院硕士生许昕栩同学在数据采集中所做的工作。
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