Consumer Responses to Mattel Product Recalls Posted on Online Bulletin Boards: Exploring Two Types of Emotion

Drawn from attribution theory, this article introduces two types of emotion (i.e., attribution independent and attribution dependent emotion) and explores their role in the situational crisis communication theory (SCCT) model. A content analysis of consumer responses to the Mattel product recalls posted on online bulletin boards revealed that consumers experience a range of emotions from a crisis. A regression analysis suggests that crisis responsibility is a significant predictor of anger, fear, surprise, worry, contempt, and relief, and indicates that these are attribution dependent emotions. Alert and confusion were the most frequently expressed attribution independent emotions identified in this study. In testing a revised SCCT model, a significant negative relationship was found between alert, anger, and organizational reputation. Practical and theoretical implications are discussed.