A psychological model of transparent communication effectiveness

Toby Hopp · Jolene Fisher

24 citations0/0 files storedCorporate Communications An International Journal

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Public Relations and Crisis Communication Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Purpose When it comes to tactics that organizational communicators can undertake to elicit positive gains with stakeholders, transparent communication ranks high on lists proposed by both the scholarly and trade literatures. However, little is known about why such communication tactics are effective on a psychological level. Thus, this study aims to propose and test a psychological model of transparent communication effectiveness in the context of proactive, socially responsible brand communication. The model was based on three propositions: (1) transparent communication offers audiences an important opportunity to learn more about organizational functioning, (2) learning elicits an organizationally relevant positive affective state and (3) positive affect facilitates a robust relationship between perceived learning outcomes and positive evaluation of the organization. Design/methodology/approach This study used an experiment to test the hypothesized model. Findings Support was found for the proposed model. Specifically, the data indicated that the use of transparent massaging elicited higher levels of perceived learning. Perceived learning was associated with positive brand-relevant affect. Finally, positive brand relevant-affect predicted positive summary brand evaluation. Originality/value Taken as a whole, the current findings inform theorizing on transparent organizational and brand communication by describing the foundational roles played by perceived knowledge gain and positive affect in encouraging positive message-related outcomes.

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References

1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.2000Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2006The Control-Value Theory of Achievement Emotions: Assumptions, Corollaries, and Implications for Educational Research and Practice 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1999The Role of Emotions in Marketing 2010Using ICTs to create a culture of transparency: E-government and social media as openness and anti-corruption tools for societies

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