When Does a Product Recall Hurt? An Investigation on Public Response

摘要：

One of the most pressing problems faced by business leaders in product recalls is to reduce negative public response and protect the firms reputation. But how public response to product recalls remains largely unexplored and current studies failed to reach consistent conclusion on the performance of product recall strategies. In this article, we analyse public comments on product recall events occurred during the past 3 years and construct the public response model. Our results show that public response towards product recalls contains attention and evaluation. Prior beliefs of the public on the recalled brand influence the interpretation of the recall and result in different response to product recall strategies.

作者: ZHANG Yin FENG Xiaoliang HUANG Minxue

作者单位: School of Economics and Management, Wuhan University Wuhan, China

会议类型: 国际会议

会议名称: 2011 International Conference on Product Innovation Management(第六届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 297-302

在线出版日期: 2011-07-16（万方平台首次上网日期，不代表论文的发表时间）