Article2005

The Role of Severity in Consumer Attributions of Blame

Daniel A. Laufer · Kate Gillespie · J. Brad McBride · Silvia María Villadangos González

104 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

This paper presents results from a study in Mexico which suggest that observers ' perceptions of the severity of a product-harm crisis affect their assessment of blame to the firm when culpability is ambiguous. As perceptions of crisis severity increase, more blame is assessed to the firm. This finding is consistent regardless of whether the nationality of the victims is the same or different from that of the observers. Perceptions of severity are in turn affected by the observer's tolerance for ambiguity-the lower the tolerance for ambiguity, the higher the perception of crisis severity. The theoretical and practical implications of this research are discussed.

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References

1993Cultures and Organizations: Software of the Mind.2025Advances in Consumer Research 2010Satisfaction: a behavioral perspective on the consumer 1991The Social Self: On Being the Same and Different at the Same Time 2014Satisfaction: A Behavioral Perspective on the Consumer 1991Social cognition, 2nd ed.1988Field Methods in Cross-Cultural Research 1962Intolerance of ambiguity as a personality variable1

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