In this study, we conducted two experiments to examine how emotions expressed, both verbally and visually, by the CEO of an organization in crisis affect organizational reputation. In the first experiment, we compared the impact of emotional (sadness) message framing to rational framing during the acute crisis stage. Results revealed that verbally communicating sadness increased public empathy toward the CEO, which, in turn, had a positive bearing on the organization’s reputation. However, communicating sadness also resulted in reduced perceptions of the CEO’s competence, which was harmful to the organization’s reputation. In the second experiment, we examined the impact of both verbal and visual (i.e., facial) expressions of sadness during the post-crisis stage. Both verbal and visual expressions of sadness in the crisis response positively affected reputation by evoking empathy toward the CEO. However, visual cues of sadness only appeared to matter when the verbal message lacked an expression of emotions.

在这项研究中，我们进行了两个实验，以检验处于危机中的组织的首席执行官在言语和视觉上表达的情绪如何影响组织的声誉。在第一个实验中，我们将情绪（悲伤）消息框架与理性框架在急性危机阶段的影响进行了比较。结果表明，口头交流的悲伤增加了公众对首席执行官的同情心，这反过来又对该组织的声誉产生了积极影响。但是，交流悲伤也会降低对首席执行官能力的认识，这对组织的声誉有害。在第二个实验中，我们检查了危机后阶段悲伤的口头和视觉（即面部）表情的影响。危机应对中的口头和视觉上的悲伤表达都引起了对CEO的同情，从而对声誉产生了积极影响。但是，只有当口头信息缺乏情感表达时，悲伤的视觉提示才显得重要。