Company post-crisis communication strategies and the psychological mechanism underlying consumer reactions

A theoretical framework is developed to explain the mechanisms that underlie the effectiveness of matching post-crisis communication strategies to the crisis types on relevant consumer reactions. Two studies are conducted regarding an actual crisis case – the Costa Concordia shipwreck on 2012. Study 1 provides evidence of more favorable consumer reactions to a company when confession strategy and preventable crisis are matched. The results verify that consumers’ emotions of anger and sympathy play a mediating role. Study 2 demonstrates corporate reputation’s moderating role on the link between post-crisis communication strategy and sympathy and through it on consumers’ attitudinal and behavioral responses.