TY - JOUR
T1 - Is that a finger in my Chili?
T2 - Using affective advertising for postcrisis brand repair
AU - Braun-LaTour, Kathryn A.
AU - LaTour, Michael S.
AU - Loftus, Elizabeth F.
PY - 2006/5
Y1 - 2006/5
N2 - A study of the effects of reconstructive memory points the way to dealing with the damage to a business's reputation that follows an instance of negative publicity. The study contradicts the commonly held myth that it is best to avoid communicating for a time and let consumers "forget" an unfortunate incident. Instead, given what is now known about reconstructive memory processes, the crisis situation can be used as a means to reestablish a relationship with consumers. This research investigation proposes that postcrisis communication efforts should be focused on emotionally connecting with consumers via autobiographical-referencing advertising. Moreover, although the study focuses on crisis management, the lessons of reconstructive memory can be applied to all phases of brand management.
AB - A study of the effects of reconstructive memory points the way to dealing with the damage to a business's reputation that follows an instance of negative publicity. The study contradicts the commonly held myth that it is best to avoid communicating for a time and let consumers "forget" an unfortunate incident. Instead, given what is now known about reconstructive memory processes, the crisis situation can be used as a means to reestablish a relationship with consumers. This research investigation proposes that postcrisis communication efforts should be focused on emotionally connecting with consumers via autobiographical-referencing advertising. Moreover, although the study focuses on crisis management, the lessons of reconstructive memory can be applied to all phases of brand management.
KW - Advertising for affect
KW - Crisis management
KW - Reconstructive memory
KW - Wendy's
UR - http://www.scopus.com/inward/record.url?scp=33645694105&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33645694105&partnerID=8YFLogxK
U2 - 10.1177/0010880405283623
DO - 10.1177/0010880405283623
M3 - Article
AN - SCOPUS:33645694105
SN - 0010-8804
VL - 47
SP - 106
EP - 120
JO - Cornell Hotel and Restaurant Administration Quarterly
JF - Cornell Hotel and Restaurant Administration Quarterly
IS - 2
ER -