An Exploratory Study of Stakeholder Emotions: Affect and Crises

This manuscript reports an exploratory investigation to integrate emotions into the study of post-crisis communication. Using the discussion of the role of affect in Attribution Theory, the research integrates emotion into Situational Crisis Communication Theory (SCCT), one approach to post-crisis communication. SCCT uses crisis responsibility, how much people believe the organization is responsible for the crisis, to determine the most effective post-crisis communication strategy for protecting the organization's reputation. The research examines the amount of sympathy, anger, and schadenfreude generated by a variety of crisis types. The focus is on the connection between these three emotions and perceptions of crisis responsibility. The results suggest how emotion can be integrated into post-crisis communication and supports the value of including emotion in future research.