Regulatory Fit and Crisis Communications: Beneficial or Harmful?

Is it beneficial for companies to create regulatory fit in its Crisis Communications? Or is it harmful? This presentation will describe findings from two experiments examining the impact of regulatory fit on the response of consumers to Crisis Communications. These experiments focus on the reaction of consumers during a product recall of laptop computers (Laufer & Jung, 2010), and a crisis involving tires (Avnet, Laufer & Higgins, 2013).