ABSTRACT

This paper combines theories of identification and image repair to explain why an organization in crisis should avoid designing messages that engage in “spin.” An experiment is reported (N = 262 nationwide U.S. Qualtrics Panel) in which a company spokesperson replies to questions from a journalist in a news interview. Results indicate that people (a) identify more with the spokesperson, and (b) have more favorable attitudes toward the business, when the spokesperson directly answers rather than spins. Serial multiple mediator modeling reveals the theoretical process of consumer behavioral intentions bolstered by an organization “coming clean” instead of spinning in a scandal.

摘要

本文结合识别和图像修复理论来解释为什么处于危机中的组织应该避免设计参与“旋转”的信息。报告了一项实验（N = 262 个全国性的美国 Qualtrics 小组），其中公司发言人在新闻采访中回答记者的问题。结果表明，当发言人直接回答而不是旋转时，人们 (a) 更认同发言人，并且 (b) 对业务有更积极的态度。串行多重中介模型揭示了由组织“清洁”而不是在丑闻中旋转所支持的消费者行为意图的理论过程。