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Acta Psychologica Sinica DOI: 10.3724/SP.J.1041.2017.00814
情绪在危机新闻框架和团体危机回应中的作用*
云薏霏 刘希平 陈世平
(天津师范大学教育科学学院 天津 300387)
摘 要 采用 2(新闻框架类型:诱发气愤情绪或诱发悲伤情绪)×2(危机事件团体回应类型:惩罚型或补偿
型)×2(团体回应中情绪感染力的呈现情况:呈现或缺乏)的被试间实验设计, 探讨不同版本的危机事件新闻
报道诱发出的不同情绪如何影响个体的信息加工, 以及情绪反应怎样影响个体对组织随后回应策略的偏好。
结果发现:气愤情绪促使公众采用启发性加工方式, 悲伤情绪促使公众采用系统性加工方式; 相比于悲伤情
绪, 气愤情绪会导致公众对公司更加负面的态度; 惩罚型回应信息的可信性更高; 惩罚型和补偿型回应信
息使公众对企业的态度从比较消极转变为偏向积极; 具有强烈情绪感染力的回应信息更容易降低气愤组对
企业的责任归因程度, 并进而促进公众对企业态度的改变; 公众的气愤和悲伤情绪水平在接受企业回应后
明显减弱, 但没有达到基线水平。结果表明, 在面对危机事件时, 新闻框架的类型、企业对危机事件的回应
方式以及回应中的情绪感染力, 会结合在一起, 制约公众对危机事件的知觉以及对企业的判断。
关键词 危机沟通; 情绪反应; 危机新闻框架; 团体回应类型; 情绪感染力
分类号 B849:C91
理论应用到危机沟通的背景中, 探讨了公众面对不
1 问题提出
同的危机情境是如何评估组织对危机事件的控制
1.1 理论背景 能力的, 进而探讨危机情境(例如:危机类型、危机
1.1.1 情境危机沟通理论 历史背景以及先前的信誉)是如何影响公众的危机
组织的危 机 事件被定 义 为 “一个 低可 能性的 , 责任归因的(Hazleton, 2006)。公众的归因过程会进
高影响力的事件。它会威胁到组织的生存能力, 并 而影响他们对于组织的信誉知觉(例如:赞成或不
且问题发生的原因、事件产生的影响和问题解决的 赞成的评价)、情感、以及行为计划(Coombs, 2007)。
方法都是不确定的” (Pearson & Clair, 1998)。危机 危机管理者在评估了组织所应承担的责任水平之
沟通被定义为“收集、加工和传播被用来处理危机 后, 就应该选择一种适应于当前责任水平的回应策
情境的信息” (Coombs, 2010)。 略。在任何情况下, 组织所应承担的责任强度都是
情境危机沟通理论(situational crisis communication 暗示潜在的信誉破坏程度的一个重要因素(Coombs
theory, SCCT)假设:某个组织的信誉, 也就是这个 & Schmidt, 2000)。当责任归因的强度增加时, 危机
组织是如何被公众知觉的, 对于组织来说是一种非 事 件 对 组 织 信 誉 的 威 胁 就 会 相 应 增 大 (Coombs,
常 有 价 值 的 无 形 资 产 (Coombs, 2004; Coombs & 2004)。在 SCCT 的理论框架中, 一系列的危机回应
Holladay, 2002)。Benson (1988)认为首先应该明确 策略(例如:否定、减弱、重建和加强)被提出来“去
不同的危机事件类型(或情境)是如何影响组织回应 修复信誉, 减少负面情感和防止负性行为计划”
策略的选择的。SCCT 将危机情境划分为 13 种 (Coombs, 2007)。SCCT 提出了 8 种组织回应策略,
(Coombs, 1999b), 并将 Weiner (1986, 1995)的归因 这 8 种回应策略被排列在一个连续体上, 该连续体
收稿日期: 2016-05-10
* 教育部人文社科规划项目(14YJA190007)资助。
刘希平和云薏霏为共同第一作者。
通讯作者: 刘希平, E-mail: lxp3771@sina.com
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第6期 云薏霏等: 情绪在危机新闻框架和团体危机回应中的作用 815
图2 危机事件信息加工模型
表3 同一新闻框架条件下的被试 5 种情绪得分的比较
新闻框架类型 n 情绪 情绪得分 F p 95%CI η2
高兴 1.56 (0.84) [1.42,1.71]
悲伤 2.98 (0.99) [2.82,3.16]
诱发气愤情绪 132 厌恶 3.05 (1.11) 64.58 0.00 [2.85,3.24] 0.67
恐惧 2.68 (1.08) [2.50,2.87]
气愤 3.59 (1.06) [3.41,3.77]
高兴 1.34 (0.80) [1.16,1.51]
悲伤 3.66 (0.95) [3.45,3.88]
诱发悲伤情绪 80 厌恶 2.47 (1.13) 60.85 0.00 [2.23,2.73] 0.76
恐惧 2.82 (0.98) [2.61,3.04]
气愤 3.40 (1.30) [3.11,3.69]
注:CI = 置信区间, 括号中的数值为标准差。
第6期 云薏霏等: 情绪在危机新闻框架和团体危机回应中的作用 821
表4 阅读新闻报道前、后被试悲伤和气愤得分的比较
新闻框架 n 阅读新闻报道前情绪得分 阅读新闻报道后情绪得分 t p 95%CI rpb
诱发悲伤情绪 80 1.80 (0.89) 3.66 (0.95) −12.36 0.00 [−2.16, −1.56] 0.81
诱发气愤情绪 132 1.94 (1.16) 3.59 (1.06) −12.26 0.00 [−1.92, −1.39] 0.73
注:CI = 置信区间, 括号中的数值为标准差。
线情绪水平的干扰。 (2)悲伤组阅读团体回应信息后的悲伤等级显著低
3.2.2 不同版本危机新闻报道对公众信息加工的 于阅读团体回应信息前的悲伤等级。该结果表明:
作用 新闻报道诱发出的气愤和悲伤情绪都没有持续到
以新闻框架类型作为自变量, 信息加工深度作 被试阅读团体回应信息后, 即被试的气愤和悲伤情
为因变量进行单因素方差分析。结果显示:两种新 绪都在接受了企业回应信息后显著下降。
闻框架类型在信息加工深度上的得分差异边缘显 为了考察负性情绪的水平能否回到被试阅读
著, F(1, 207) = 3.66, p = 0.06, Cohen’s d = 0.28。结 新闻报道前的基线值, 通过配对样本 t 检验对被试
果表明, 危机新闻报道诱发出的不同负面情绪会影 的情绪基线值以及接受企业回应信息后的情绪水
响公众的信息加工深度, 即被诱发出气愤情绪的被 平进行对比, 结果如表 6 所示。
试倾向于进行启发性加工, 被诱发出悲伤情绪的被 结果显示:(1)气愤组接受团体回应信息后的气
试倾向于进行系统性加工。 愤等级显著高于阅读新闻报道前的气愤等级; (2)悲
以新闻框架类型作为自变量, 公众对公司的初 伤组接受团体回应信息后的悲伤等级显著高于阅
始态度作为因变量进行单因素方差分析。结果显示, 读新闻报道前的悲伤等级。结果表明:被试接受回
两种新闻框架类型在公众对公司的初始态度上的 应信息后, 气愤和悲伤情绪都没有下降到基线值。
得分差异极其显著, F(1, 203) = 12.36, p < 0.001, 上述结果表明, 企业对危机事件的回应在缓解
Cohen’s d = 0.51。结果表明, 不同版本的公共危机 个体被诱发出的气愤和悲伤情绪上具有一定的作
新闻报道诱发出的情绪会影响公众对公司的初始 用, 但仍不能使负性情绪水平降低到阅读新闻故事
态度, 具体来说, 被危机新闻报道诱发出的气愤情 前的基线值。
绪会导致公众对公司更加负面的态度, 而被危机新 3.2.4 新闻框架类型与团体回应类型对公众团体
闻报道诱发出的悲伤情绪会导致公众对公司的负 回应策略偏好的影响
面态度有所减少。 对被试在各实验条件下的可信性知觉得分进
3.2.3 被诱发情绪的变化 行统计, 结果如表 7 所示。2(新闻框架类型)×2(团
为了验证被试被诱发出来的情绪是否持续到 体回应类型)的多因素方差分析结果显示:(1)新闻
阅读回应信息后, 通过配对样本 t 检验对被试阅读 框架类型的主效应不显著, F(1, 201) = 0.02, p =
新闻故事后以及接受团体回应信息后的两次情绪 0.90,表明诱发气愤、悲伤情绪的新闻框架不会影
水平进行对比, 结果如表 5 所示。 响公众对团体回应的可信性知觉, 气愤组和悲伤组
结果显示:(1)气愤组阅读团体回应信息后的气 都认为团体回应比较可信; (2)团体回应类型的主效
愤等级显著低于阅读团体回应信息前的气愤等级; 应边缘显著, F(1, 201) = 3.70, p = 0.06, η2 = 0.02,
表5 阅读团体回应信息前、后被试悲伤和气愤得分比较
新闻框架 n 阅读团体回应信息前情绪得分 阅读团体回应信息后情绪得分 t p 95%CI rpb
诱发悲伤情绪 80 3.66 (0.95) 2.84 (1.02) 6.21 0.00 [0.56, 1.09] 0.57
诱发气愤情绪 132 3.59 (1.06) 2.38 (1.03) 9.77 0.00 [0.97, 1.46] 0.65
注:CI = 置信区间, 括号中的数值为标准差。
表6 阅读新闻报道前以及接受企业回应信息后被试气愤和悲伤得分比较
新闻框架 n 阅读新闻报道前情绪得分 阅读团体回应信息后情绪得分 t p 95%CI rpb
诱发悲伤情绪 80 1.80 (0.89) 2.84 (1.02) −7.38 0.00 [−1.32,−0.76] 0.64
诱发气愤情绪 132 1.94 (1.16) 2.38 (1.03) −3.41 0.00 [−0.70,−0.19] 0.28
注:CI = 置信区间, 括号中的数值为标准差。
822 心 理 学 报 第 49 卷
变为偏向积极; (2)情绪感染力的呈现情况主效应边
缘显著, F 情绪感染力 (1, 198) = 3.68, p = 0.06, η2 = 0.02,
表明呈现情绪感染力的回应信息能够使公众对企
业的态度更积极; (3)新闻框架类型与情绪感染力的
呈现情况交互作用不显著, F 新闻框架类型 ×情绪感染力 (1, 198)
= 0.001, p = 0.98, 表明在公众对企业的态度上, 呈
现和缺乏情绪感染力的回应随新闻框架类型的变
化趋势相同。
4 讨论
4.1 危机新闻框架的情绪诱发作用分析
图3 危机新闻框架和情绪感染力对责任归因的影响 虽然诱发悲伤情绪的危机新闻故事达到了期
望的效果, 诱发出了比其他 4 种情绪更高的悲伤情
因上的得分差异不显著, F(1, 66) = 0.89, p = 0.35。 绪水平, 但被试也感受到了一定程度的气愤情绪。
该结果表明, 呈现或缺乏情绪感染力的回应策略对 这种情况可能与以下两个方面有关:(1)本研究所采
于阅读了诱发悲伤情绪新闻报道的被试效果相同。 用的危机事件本身的特性。暖壶爆炸事故是一种技
而当公众被诱发出气愤的情绪时, 呈现情绪感染力 术错误事故, 在 SCCT 的理论中明确地将这类事故
的回应信息比缺乏情绪感染力的回应信息更容易 定义为“技术上或者设备操作上的失败导致的一种
降低公众对企业的责任归因程度。 工业事故”。不论危机新闻报道如何从不同角度强
对被试在各实验条件下对企业的态度得分进 调事件的相关信息, 公众都将产生被伤害的内心体
行统计, 结果如表 8 所示。2(新闻框架类型)×2(团 验, 即肇事方的错误行为会使被试首先感受到气愤
体 回 应 中 情 绪 感 染 力 的 呈 现 情 况 )的 多 因 素 方 差 的情绪。(2)不同负性情绪之间在评价维度上的异
分 析 结 果 显 示 : (1)新 闻 框 架 类 型 主 效 应 不 显 著 , 同。根据情绪的评价维度理论, 不同的负性情绪在
F 新闻框架类型(1, 198) = 0.20, p = 0.66, 说明不同的新闻 某些评价维度上具有一致性, 而在另一些评价维度
框架不会影响公众对企业的态度, 但相较阅读危机 上却大相径庭。研究者们指出, 不同的情绪在各个
新闻报道后被试对企业的初始态度, 气愤组和悲伤 评价维度上具有不同的特征, 每一种情绪都有一套
组在阅读团体回应后对企业的态度从比较消极转 独特的评价模式(Jin, 2010)。因此, 同样的危机新闻
报道很可能诱发出多种情绪反应, 但由于新闻对特
表 8 在新闻框架类型和团体回应中情绪感染力呈现情
况的影响下被试在各因变量上的得分 定信息的强调渲染, 某一种情绪反应仍然会占主导
图4 本研究中企业回应策略对提高企业信誉度的效果
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828 心 理 学 报 第 49 卷
The role of emotions in crisis news framing and corporate crisis response
YUN Yifei; LIU Xiping; CHEN Shiping
(School of Educational Science, Tianjin Normal University, Tianjin 300387, China)
Abstract
Organizational crisis is a low-probability, high-impact event that threatens the viability of the organization
and is characterized by ambiguity of cause, effect, and means of resolution. Crisis communication is aim to
collect, process, and disseminate of information required to address a crisis situation. This research intended to
investigate whether different versions of crisis news report could induce different emotions, then how different
emotional frames would affect individuals’ information processing and judgment differently and how these
different emotional reactions influenced their preference of subsequent corporate responses strategies.
The current study used 2×2×2 between-subject design. Independent variables were that the type of news
frame (anger-inducing vs. sadness-inducing) and the type of corporate response toward the crisis (punishment-
focused vs. relief-focused) and the presence of intensive emotional appeals in corporate responses (presence vs.
absence). This experiment expected to measure subject’s depth of information processing and the original
attitudes towards the company through requiring subjects to read different versions of news report illustrating a
crisis. Then, public would evaluate the corporate responses credibility, attitudes toward the company and the
degree of blame attribution after reading responses released by responsible organization.
The results suggested that (1) Emotions induced by different versions of news report resulted in differences
of depth of information processing, that was, anger caused heuristic processing, and sadness caused systemic
processing; (2) Participants exposed to anger-inducing crisis news had more negative attitudes toward the
company than those exposed to sadness-inducing news; (3) Punishment-focused response was more credible; (4)
Both relief-focused response and punishment-focused response promoted participants’ attitudes towards
company transforming from quite negative to a little bit positive after reading corporate crisis responses,
regardless of the type of news frame; (5) Corporate response presenting intensive emotional appeals was more
likely to reduce responsibility attribution degree of anger-inducing participants and improve all participants’
attitudes towards the company; (6) Angry and sadness emotional degree significantly declined after participants
receiving company’s responses, but didn’t reach base line.
The current results suggested that when a company encountering a public crisis, the type of news frame, the
type of corporate response toward the crisis and the presence of intensive emotional appeals in corporate
responses could combine together to restrict publics' attitudes toward company.
Key words crisis communication; emotional reactions; crisis news frames; the type of corporate response;
emotional appeals