CSR Reputation as a Prediposition Factor in a Product-Harm Crisis: Applying Affective Disposition Theory and SCCT

Affective disposition theory explains that people feel happiness or distress when observing success or failure of protagonist. Applying affective disposition theory and situational crisis communication theory, the main purpose of this study is to investigate whether CSR reputation acts as a predisposition factor in a product-harm crisis. Using both affective disposition theory and situational crisis communication theory, a randomized 2 (high and low CSR reputation) × 2 (victim and preventable crises) full factorial design experiment was conducted with 227 participants (average age 30.28 years). There were main effects of both CSR reputation and crisis types on generating anger and sympathy toward the companies that experience a crisis. Furthermore, a good CSR reputation particularly worked as a predisposition factor for sympathy. Practical and theoretical implications are also discussed.