Facial Expressions and Verbal Response Strategies in Postcrisis Communication

Hui-Chung Yao Kaohsiung Medical University ; Yu-Bin Lai National Chengchi University

Abstract

This study explores how a spokesperson’s facial expressions and verbal response strategies affect participants’ evaluations of an organization’s crisis communication responses. Using a between-subjects experiment with Taiwanese participants, the study investigates the effects of congruence and incongruence between an organization’s emotional and verbal responses on participants’ perceptions of the acceptability of its crisis response. The findings suggest that an organization’s emotional response should be congruent with its verbal response strategy in order to enhance the audience’s acceptance of its crisis response and in turn protect its reputation.

Journal
Journal of Business and Technical Communication
Published
2019-01-01
DOI
10.1177/1050651918798674
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