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Exploring the Link Between the Concepts of Organization-Public Relationships and Organizational Reputations
Unformatted Document Text:  Tracking Number: ICA-15-10266 22 people. What is generally said about EAO? Well, People often say it is too political, the leader is immoral, something like that. But I don’t care.” “Reputational” cognitive representations. Participants, knowing EAO without direct relationship history, responded to hold what J. Grunig and Hung (2002) called reputational cognitive representations, which are based on hearsay. These participants tended to depend on “what they heard,” especially from the media, because they had not had direct experience with EAO. According to one of them, “The first thing that comes to my mind about EAO is that the founder is corrupt and people don’t like it and it is protesting severely.” When asked what is generally said about EAO, this participant stated: “I think I already told you what I heard. EAO is corrupt and people don’t like it. I read an article the other day, and it said the leader of EAO got a bribe from a company.” “Generalized” cognitive representations. There are participants did not know of EAO at all. Based on a naïve guess from its name, however, these respondents attempted to form a basis for an answer. Because the case organization is an environmental activist organization, these participants tended to generalize EAO to environmental activists as a whole. One of them said: “It’s a good organization. They [not ‘it’] work for people and they are doing very nice job protecting our environment.” Research Question 3: How participants’ different degree of experience with the case organization affects the link between their evaluation of relationships with the organization and their perception of organizational reputations? About the link between relationships and cognitive representations (i.e., reputation), the following patterns were identified in accordance with participants’ different degree of experience with the organization: 1. Participants with direct experience with the organization tended to hold cognitive representations, following relationships they evaluated. 2. Participants without direct relationship history tended to evaluate their relationships, following cognitive representations they had of the case organization. If participants even did not recognize the case organization, they could not evaluate relationships, or they tried to evaluate relationships based on their “speculation” of reputations. When relationships affect the perception of reputations. Participants with direct experience with the organization tended to hold cognitive representations of EAO based on relationships they evaluated. These participants provided most detail in both their evaluating

Authors: Yang, SungUn. and Mallabo, Jose.
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Tracking Number: ICA-15-10266
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people. What is generally said about EAO? Well, People often say it is too political, the
leader is immoral, something like that. But I don’t care.”
“Reputational” cognitive representations. Participants, knowing EAO without direct
relationship history, responded to hold what J. Grunig and Hung (2002) called reputational
cognitive representations, which are based on hearsay. These participants tended to depend
on “what they heard,” especially from the media, because they had not had direct experience
with EAO. According to one of them, “The first thing that comes to my mind about EAO is
that the founder is corrupt and people don’t like it and it is protesting severely.” When asked
what is generally said about EAO, this participant stated: “I think I already told you what I
heard. EAO is corrupt and people don’t like it. I read an article the other day, and it said the
leader of EAO got a bribe from a company.”
“Generalized” cognitive representations. There are participants did not know of
EAO at all. Based on a naïve guess from its name, however, these respondents attempted to
form a basis for an answer. Because the case organization is an environmental activist
organization, these participants tended to generalize EAO to environmental activists as a
whole. One of them said: “It’s a good organization. They [not ‘it’] work for people and they
are doing very nice job protecting our environment.”
Research Question 3: How participants’ different degree of experience with the case
organization affects the link between their evaluation of relationships with the organization
and their perception of organizational reputations?
About the link between relationships and cognitive representations (i.e., reputation),
the following patterns were identified in accordance with participants’ different degree of
experience with the organization:
1. Participants with direct experience with the organization tended to hold cognitive
representations, following relationships they evaluated.
2. Participants without direct relationship history tended to evaluate their
relationships, following cognitive representations they had of the case
organization. If participants even did not recognize the case organization, they
could not evaluate relationships, or they tried to evaluate relationships based on
their “speculation” of reputations.
When relationships affect the perception of reputations. Participants with direct
experience with the organization tended to hold cognitive representations of EAO based on
relationships they evaluated. These participants provided most detail in both their evaluating


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