企业内危机回应中的组织文化策略和情绪感染力——以负性情绪为核心

Organizational Culture Strategies and Emotional Appeals in Crisis Responses within a Company—Centered on Negative Emotions

摘要: 实验考察了危机事件信息加工的理论框架在企业内危机沟通中的适用性。采用2 (新闻框架诱发情绪类型：惧怕，内疚) × 2 (危机事件团体回应类型：责任型，希望型) × 2 (团体回应中情绪感染力强度：强，弱)的被试间实验设计，考察危机新闻报道的情绪诱发作用，进而探讨不同的“情绪框架”如何引发被试特定的认知加工倾向，并且如何影响被试对组织回应策略的偏好。结果发现：1) 加工危机事件信息时，惧怕组倾向于采用系统性加工方式，内疚组倾向于采用启发性加工方式；2) 两组被试对自我的态度都是负性的，但内疚组的自我态度更差；3) 希望型回应策略能够有效缓解惧怕和内疚情绪；4) 在提高员工对未来良好状况的自信心水平上，责任型回应策略对于内疚组效果更好，而希望型回应策略对于惧怕组效果更好；5) 具有强烈情绪感染力的回应信息能够提高员工对未来良好状况的自信心水平。研究表明，危机事件信息加工的理论框架也适用于组织内危机沟通中。

Abstract: The research explored the applicability of information processing theoretical framework of crisis event in internal crisis communication of a corporation. The current study used 2 (emotion induced by news frame: fear-inducing, guilt-inducing) × 2 (the type of corporate response toward the crisis: responsible type, hopeful type) × 2 (intensity of emotional appeals in corporate responses: strong, weak) between-subject design, and investigated the emotion-induced effect of crisis news reports, and further explore how the different “emotional framework” triggered participants’ specific cognitive processing trend, and then how the “emotional framework” affected participants’ preference of corporate response strategies. The results suggested that 1) When participants processing crisis information, the guilt-inducing group tended to adopt to heuristic processing manner, and fear-inducing group tended to adopt to systemic processing manner; 2) Both participants induced guilt and fear by crisis news reports had relatively negative attitudes towards themselves. However, participants exposed to guilt-inducing crisis news had more negative attitudes toward themselves than those exposed to fear-inducing news; 3) Compared to responsible type corporate response, hopeful type corporate response could effectively relieve fear and guilt experience; 4) In the point of improved employees’ confidence level of future good condition, responsible type corporate response was more effective for guilt-inducing group, while hopeful type corporate response was more effective for fear-inducing group; 5) The strong emotional appeals in corporate messages could improve employees’ confidence level of future good condition. The results confirmed that information processing theoretical framework of crisis event could also be used in corporation’s internal crisis communication.