Is That a Finger in My Chili: Using Affective Advertising for Postcrisis Brand Repair

LaTour, Kathryn A.; LaTour, Michael S.; Loftus, Elizabeth F.

Is That a Finger in My Chili: Using Affective Advertising for Postcrisis Brand Repair

Abstract

A 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.

Date Issued

2006-05-01

Keywords

reconstructive memory; Wendy’s; crisis management; advertising for affect

Rights

Types

article