ABSTRACT This study examines how sadness, expressed through the voice of a CEO of an organization in crisis, affects the public's perceptions in times of crisis. A first experiment shows that a sad voice increases the public's empathy toward the CEO, which results in positive attitudes toward the organization. However, at the same time, that sad voice results in negative attitudes toward the organization because it makes the CEO appear less powerful. A second experiment examined if the impact of an emotional voice depends on the crisis stage. The negative effect of vocal emotions due to reduced perceptions of powerfulness only occurs during the trigger event of the crisis. The positive effect of vocal expressions of sadness through increased empathy occurs throughout all stages of the crisis life cycle. These findings indicate that organizational spokespersons should not be afraid to express genuine emotions in their voices in times of crisis.

中文翻译：

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移情的力量：情感声音在组织危机沟通中的双重影响

摘要本研究探讨了在危机中通过组织首席执行官的声音表达的悲伤如何影响公众在危机时期的看法。第一个实验表明，悲伤的声音会增加公众对CEO的同情心，从而导致对组织的积极态度。但是，与此同时，那种悲伤的声音会导致对组织的负面态度，因为这会使首席执行官显得不那么有权力。第二个实验检查了情感声音的影响是否取决于危机阶段。由于对力量的感知减弱，语音情感的负面影响只会在危机的触发事件期间发生。在整个危机生命周期的各个阶段，通过增加同理心来表达悲伤的声音会产生积极的影响。