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Consumer response to crisis: Exploring the concept of involvement in Mattel product recalls
- Authors
- Choi, Yoonhyeung; Lin, Ying-Hsuan
- Issue Date
- Mar-2009
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Involvement; Crisis
- Citation
- PUBLIC RELATIONS REVIEW, v.35, no.1, pp.18 - 22
- Indexed
- SCIE
SCOPUS
- Journal Title
- PUBLIC RELATIONS REVIEW
- Volume
- 35
- Number
- 1
- Start Page
- 18
- End Page
- 22
- ISSN
- 0363-8111
- Abstract
- The present study examines two hypotheses: (1) there is a difference between how highly involved consumers perceived the 2007 Mattel product recalls and how national daily newspapers covered those recalls in terms of crisis responsibility and reputation; (2) the frequency of emotion manifested among highly involved consumers will increase over time. A content analysis of the bulletin boards for two parent online communities and a content analysis of four major daily newspapers were conducted. The data were consistent with the hypotheses proposed. Practical and theoretical implications are discussed. (C) 2008 Elsevier Inc. All rights reserved.
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Related Researcher
- Choi, Yoon hyeung
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)