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.