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Consumers' Emotional Reactions to Negative Publicity and Crisis Management in the Health Care Industry: A Multiple Case Study of Lipitor and Oxyelite Pro

机译：消费者对医疗保健行业负面宣传和危机管理的情绪反应：立普妥和Oxyelite Pro的多案例研究

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摘要

Negative publicity has an adverse effect on an organization, especially in online environments where consumers' word of mouth travels fast. By implementing an appropriate response strategy and being attentive about consumers' emotional reactions, an organization could minimize potential damage from crises. This explorative multiple case study decomposes each of the eight negative publicity cases into the dimensions of drug/supplement type (Lipitor and Oxyelite Pro), negative publicity source type (organizations and individuals), response execution status (response executed and no response), and defensive response type (attack the accuser and justification) in measuring consumers' particular negative emotions (anger, anxiety, and sadness). Based on the results of the study, the following propositions are derived: (1) higher degrees of anger and sadness are correlated with the negative publicity involving a supplement; (2) a higher degree of anxiety is correlated with the negative publicity caused by individuals; (3) a higher degree of anger is correlated with the response executed; (4) response execution is the dimension that exerts the strongest impact on consumers' negative emotions; (5) a higher degree of sadness is correlated with the late response; and (6) the degrees of anger and anxiety subside after the second response.
机译：负面宣传会对组织产生不利影响，尤其是在消费者口碑传播迅速的在线环境中。通过实施适当的应对策略并关注消费者的情感反应，组织可以最大程度地减少危机带来的潜在损失。这项探索性多案例研究将八个负面宣传案例中的每一个分解为以下几个维度：药品/补给类型（Lipitor和Oxyelite Pro），负面宣传源类型（组织和个人），回应执行状态（回应执行且没有回应），以及衡量消费者特定的负面情绪（愤怒，焦虑和悲伤）的防御反应类型（攻击原告和辩解）。根据研究结果，得出以下命题：（1）愤怒和悲伤程度较高与涉及补品的负面宣传有关； （2）焦虑程度高与个人引起的负面宣传有关； （3）愤怒程度与执行的反应有关； （4）响应执行是对消费者的负面情绪影响最大的维度； （5）较高的悲伤程度与较迟的反应有关； （6）第二次回应后，愤怒和焦虑的程度有所减轻。

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