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dc.contributor.authorLaTour, Kathryn A.
dc.contributor.authorLaTour, Michael S.
dc.contributor.authorLoftus, Elizabeth F.
dc.description.abstractA 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.
dc.rightsRequired Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
dc.subjectreconstructive memory
dc.subjectcrisis management
dc.subjectadvertising for affect
dc.titleIs That a Finger in My Chili: Using Affective Advertising for Postcrisis Brand Repair
dc.description.legacydownloadsLaTour19_Is_That_a_Finger_in_My_Chili.pdf: 559 downloads, before Aug. 1, 2020.
local.authorAffiliationLaTour, Kathryn A.: Cornell University
local.authorAffiliationLaTour, Michael S.: Cornell University
local.authorAffiliationLoftus, Elizabeth F.: University of California - Irvine

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