ANALYZING PUBLIC REACTION TO TOYOTA'S TRUST REPAIR EFFORTS USING IMAGE RESTORATION THEORY

In this study, the relationship between crisis response strategies and public reaction and will be examined using the Toyota gas pedal crisis of 2009-2010. Toyota's crisis response tactics have been categorized using a... [ view full abstract ]

In this study, the relationship between crisis response strategies and public reaction and will be examined using the Toyota gas pedal crisis of 2009-2010. Toyota's crisis response tactics have been categorized using a modified version of the Image Restoration Theory. The public responses have been gathered via reader comments on a major automotive blog and have been coded using computer-aided content analysis software. The preliminary results focus mostly on apology, cooperation, compensation. vague response and shifting the blame as significant tactics affecting public emotions such as anger, anxiety, sadness, positive and negative emotions, and organizational virtue orientation.