Faculty & Research
Is That A Finger in My Chili? Using Affective Advertising for Postcrisis Brand Repair
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Vol 47 No 2
By: Kathryn A. Braun-LaTour, Michael S. LaTour and Elizabeth F. Loftus
Executive Summary: A study of the effects of reconstructive memory points the way to dealing with the damage to 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. More-over, although the study focuses on crisis management, the lessons of reconstructive memory can be applied to all phases of brand management.
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- Is That A Finger in My Chili? Using Affective Advertising for Postcrisis Brand Repair By: Kathryn A. Braun-LaTour, Michael S. LaTour and Elizabeth F. Loftus
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