Corporate Communications in Uncertain Times: Messages of Hope Or Pride?

Anne Roggeveen, Babson College, USA
Anirban Mukhopadhyay , HKUST, China
Dhruv Grewal, Babson College, USA
Hope and pride are two widely used positive emotions in corporate communications. Building on appraisal theory, four studies demonstrate that messages of pride result in more positive evaluations in situations of certainty, and messages of hope results in more positive evaluations in situations of uncertainty.
[ to cite ]:
Anne Roggeveen, Anirban Mukhopadhyay , and Dhruv Grewal (2012) ,"Corporate Communications in Uncertain Times: Messages of Hope Or Pride?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.