A spillover crisis arises when an external organization’s events create worry, ambiguity, or unfavorable perceptions for another organization. The study shows that organizational response strategies for spillover crises are influenced by an anchoring effect, where competitors’ level of accommodation in their crisis response serves as an anchor point. The difference between accommodative and advocative crisis responses becomes more pronounced when the anchor response has a lower level of accommodation. Additionally, stakeholders’ confidence in an organization’s ability to manage crises can predict its reputation during spillover crises. If an organization chooses to respond with advocacy, it may experience a decline in reputation compared to adopting a competitor's accommodative anchor response due to decreased stakeholder confidence. Conversely, using an accommodative response can result in a higher organizational reputation than following a competitor’s advocative anchor response since it boosts stakeholder confidence. The study highlights the importance of considering situational factors such as competitor responses in the contingency theory of accommodation. Additionally, this study provides evidence that a continuum of public response confidence could be another valuable tool for understanding how crises impact reputation.

中文翻译：

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揭示网络攻击溢出危机中危机沟通的锚定效应

当外部组织的事件给另一个组织带来担忧、模糊性或不利的看法时，就会出现溢出危机。研究表明，组织对溢出危机的应对策略受到锚定效应的影响，其中竞争对手在危机应对中的适应水平作为锚定点。当锚定反应的适应性程度较低时，适应性危机应对措施和倡导性危机应对措施之间的差异变得更加明显。此外，利益相关者对组织管理危机能力的信心可以预测其在溢出危机期间的声誉。如果一个组织选择通过宣传来回应，与采用竞争对手的宽松锚定回应相比，由于利益相关者信心下降，它的声誉可能会下降。相反，与遵循竞争对手的倡导性回应相比，使用适应性回应可以带来更高的组织声誉，因为它可以增强利益相关者的信心。该研究强调了在适应权变理论中考虑竞争对手反应等情境因素的重要性。此外，这项研究提供的证据表明，公众反应信心的连续性可能是了解危机如何影响声誉的另一个有价值的工具。