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dc.contributor.authorLee, Sun Young
dc.date.accessioned2014-03-04T02:46:07Z
dc.date.available2014-03-04T02:46:07Z
dc.date.issued2007-08
dc.identifier.otherlee_sun-young_200708_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/lee_sun-young_200708_ma
dc.identifier.urihttp://hdl.handle.net/10724/24201
dc.description.abstractThis study focuses on finding the most effective message strategies in a food crisis context. The influences of image repair message strategies and product involvement on the theory of planned behavior (TPB) toward the product category and the specific corporate brand were examined. A laboratory experiment was conducted with 299 undergraduates, and an accidental contamination of the largest milk-producing dairy in the United States was designed for a crisis situation. The study produced mixed results. The key finding is that message strategies help to increase normative beliefs and the subjective norm both toward drinking milk and toward drinking Brand A milk. Furthermore, depending on the type of message strategies, in the case of behavior at the brand specific level, other components also increased. The results imply that during such a crisis, how companies respond to the crisis will be very important not only for the product but also, more importantly, for the companies.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectImage restoration strategies
dc.subjecttheory of planned behavior
dc.subjectproduct involvement
dc.subjectaccident
dc.subjectsituational crisis communication theory
dc.subjectmessage combination effect
dc.titleImage repair in a food health crisis
dc.title.alternativean experimental analysis of image restoration message strategies
dc.typeThesis
dc.description.degreeMA
dc.description.departmentJournalism
dc.description.majorJournalism
dc.description.advisorRuthann Weaver Lariscy
dc.description.committeeRuthann Weaver Lariscy
dc.description.committeeBryan Reber
dc.description.committeeSpencer Tinkham


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