Is that a finger in my Chili? Using affective advertising for postcrisis brand repair

Kathryn A. Braun-LaTour*, Michael S. LaTour, Elizabeth F. Loftus

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)106-120
Number of pages15
JournalCornell Hotel and Restaurant Administration Quarterly
Volume47
Issue number2
DOIs
StatePublished - May 2006

Keywords

  • Advertising for affect
  • Crisis management
  • Reconstructive memory
  • Wendy's

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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