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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.

Authors

Anne Roggeveen, Babson College, USA
Anirban Mukhopadhyay , HKUST, China
Dhruv Grewal, Babson College, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Featured

Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.