Measuring Consumers' Emotional Reactions to Company Crises: Scale Development and Implications

Lynette McDonald, University of Queensland, Australia
A. Ian Glendon, Griffith University, Australia
Beverley Sparks, Griffith University, Australia
Despite the burgeoning research on consumer emotions in many fields indicating emotion-behavior linkages, research on consumer emotions in response to company crisis has been limited. Previous research used scales that were not psychometrically validated. To address these gaps, and to develop and validate five self-report emotion scales, this article investigates consumers’ emotional, attitudinal, and behavioral reactions to company crises across three studies. The results show that five emotions–anger, fear, sadness, joy, surprise–predict different consumer behaviors. These scales may be used both by managers after a crisis breaks to predict likely consumer outcomes and by the growing number of crisis emotion researchers.
[ to cite ]:
Lynette McDonald, A. Ian Glendon, and Beverley Sparks (2011) ,"Measuring Consumers' Emotional Reactions to Company Crises: Scale Development and Implications", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 333-340.