All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Equivocal Messages as Organizational Response: Understanding Effects and Mechanisms on Corporate Reputation
Unformatted Document Text:  Equivocation in Corporate Response 2 Equivocal Messages as Organizational Response: Understanding Effects and Mechanisms on Corporate Reputation Abstract Two experiments (n = 605) utilize equivocal communication and pragma-dialectical theory to understand the effects of non-straightforward communication in organizational discourse, specifically in initial spokesperson responses to organizational crises. In a first experiment, young adults rated equivocal and non-equivocal spokesperson responses to corporate crisis situations containing either an avoidance-avoidance goal conflict or just an approach goal. As predicted, equivocal messages were both viewed as appropriate messages to use and associated with two measures of corporate reputation in avoidance-avoidance situations. By contrast, non-equivocal messages were viewed as more appropriate to use and associated with corporate reputation in non avoidance-avoidance situations. Experiment 2 essentially replicated these findings and showed that the effect of non-equivocal and equivocal messages on perceived corporate reputation is partially mediated by how well the messages are perceived to handle goal conflicts in crisis situations.

Authors: Kline, Susan. and Simunich, Bethany.
first   previous   Page 2 of 34   next   last



background image
Equivocation in Corporate Response 2
Equivocal Messages as Organizational Response: Understanding Effects and Mechanisms on
Corporate Reputation
Abstract
Two experiments (n = 605) utilize equivocal communication and pragma-dialectical
theory to understand the effects of non-straightforward communication in organizational
discourse, specifically in initial spokesperson responses to organizational crises. In a first
experiment, young adults rated equivocal and non-equivocal spokesperson responses to
corporate crisis situations containing either an avoidance-avoidance goal conflict or just an
approach goal. As predicted, equivocal messages were both viewed as appropriate messages to
use and associated with two measures of corporate reputation in avoidance-avoidance situations.
By contrast, non-equivocal messages were viewed as more appropriate to use and associated
with corporate reputation in non avoidance-avoidance situations. Experiment 2 essentially
replicated these findings and showed that the effect of non-equivocal and equivocal messages on
perceived corporate reputation is partially mediated by how well the messages are perceived to
handle goal conflicts in crisis situations.


Convention
Need a solution for abstract management? All Academic can help! Contact us today to find out how our system can help your annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 2 of 34   next   last

©2012 All Academic, Inc.