While public relations professionals are beginning to utilize psychographic data for more refined audience targeting methods, this study examines how elemental personality traits impact (1) crisis communication outcomes (lessen levels of attributed crisis responsibility, improve individual's reputation and increase positive word-of-mouth) and (2) evaluations of crisis response strategies during a paracrisis. This study utilized an experimental design with 368 collegiate participants. Results suggest that several underlying personality traits predict reputation repair-outcomes regardless of the communication strategy used. For example, findings suggested that stakeholders who rated higher in gentleness and lower in modesty and social boldness reported higher reputational scores pertaining to the offending individual. Yet, other traits, such as prudence, interacted with strategies that prompt the offending individual's preferred crisis communication outcomes.

中文翻译：

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探索利益相关者个性对危机应对评估和结果的影响

虽然公共关系专业人员开始利用心理数据来制定更精细的受众定位方法，但本研究考察了基本人格特质如何影响 (1) 危机沟通结果（减少归因危机责任的水平，提高个人声誉并增加积极的口碑) 和 (2) 在准危机期间对危机应对策略的评估。这项研究使用了一个有 368 名大学生参与者的实验设计。结果表明，无论使用何种沟通策略，几个潜在的人格特征都可以预测声誉修复的结果。例如，调查结果表明，在温和方面评分较高而在谦虚和社交勇气方面评分较低的利益相关者报告了与冒犯个人有关的较高声誉分数。然而，其他特征，