How personality traits affect crisis perceptions : an experimental test of the use of crisis response strategies and the moderating effects of locus of control

This study provides empirical evidence for the Situational Crisis Communication Theory, which provides guidelines for matching crisis response strategies (CRS) to crisis types. The impact of crisis type and CRS on corporate reputation was measured among 316 consumers in a 3 (crisis type: victim, accidental, preventable) x 3 (CRS: deny, diminish, rebuild) between subjects factorial design. Preventable crises had the most negative effects on reputation. The rebuild CRS restored the reputation best. The interaction between crisis type and CRS on reputation was not significant. The respondents’ locus of control had a moderating impact on the relationship between CRS and reputation.This study provides empirical evidence for the Situational Crisis Communication Theory, which provides guidelines for matching crisis response strategies (CRS) to crisis types. The impact of crisis type and CRS on corporate reputation was measured among 316 consumers in a 3 (crisis type: victim, accidental, preventable) x 3 (CRS: deny, diminish, rebuild) between subjects factorial design. Preventable crises had the most negative effects on reputation. The rebuild CRS restored the reputation best. The interaction between crisis type and CRS on reputation was not significant. The respondents’ locus of control had a moderating impact on the relationship between CRS and reputation.C