3. CAPITULO III ANÁLISIS SITUACIONAL
3.3. ANALISIS DE CAPITAL HUMANO
3.3.2. ANÁLISIS DEL PERSONAL
Organizations need to carefully consider which framing method is suitable by their CSR fit in a particular crisis situation in order to achieve positive consumer attitudes and avoid negative ones. The current study addresses whether there was an interaction effect between CSR fit, crisis type and message framing and in what extent they influenced consumer attitudes as attitude, trust, credibility, non-skepticism and forgiveness.
40 The study concluded that there were no significant differences between consumer attitudes towards high or low CSR initiatives. Thereby, it was found that an accidental crisis results in more positive consumer attitudes than a preventable crisis. When regarding the framing methods, all consumer attitudes except from non-skepticism, were most positive towards emotional framed messages.
An interaction effect was found between CSR fit and message framing on non-skepticism and forgiveness. Organizations with a high CSR fit should use emotional message framing in times of crisis in order to increase forgiveness and non-skepticism. Also a three-way interaction was found. Findings indicate that organizations with a high CSR fit in preventable crisis
situations are advised to use emotional framing methods to increase attitude, non-skepticism and forgiveness. On the other hand, organizations in accidental crisis situations regardless of their fit should use an emotional message framing in order to increase attitude, credibility, non- skepticism (non-skepticism applies just for low CSR fit organizations) and forgiveness.
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49
APPENDICES
APPENDIX A – SURVEY DUTCH VERSION
Beste deelnemer,
Allereerst wil ik u graag bedanken voor uw deelname aan mijn onderzoek. Dit onderzoek vindt plaats in het kader van mijn afstudeeropdracht voor de opleiding Communicatiewetenschap aan de Universiteit Twente.
U leest straks enkele berichten omtrent een bedrijf. Hierop volgen een paar korte vragen. Bij het beantwoorden van de vragen staat uw mening centraal, er zijn dus geen goede of foute
antwoorden.
De resultaten van dit onderzoek kunnen niet worden teruggekoppeld naar een individuele deelnemer, dus deelname is volledig anoniem. Het onderzoek zal ongeveer 5 minuten van uw tijd innemen.
Met vriendelijke groet, Loes Lentferink
Ik heb bovenstaande informatie gelezen en ik stem geheel vrijwillig in met deelname aan dit onderzoek.
o Ja
o Nee
Hieronder ziet u een korte bedrijfsbeschrijving op de webpagina van het oliebedrijf Oil International. Lees de webpagina aandachtig door en ga daarna verder naar de volgende stap door op de pijl te klikken. Let op: u kunt straks niet meer terug naar deze pagina.
[In the questionnaire the corporate story of ‘Oil International’ including one of the two CSR fit scenarios is placed here]
50 Beantwoord de volgende vraag zorgvuldig.
1. Geef je mening over de volgende uitspraken over het maatschappelijke initiatief van Oil International. Helemaal mee oneens Helemaal mee eens
Ik denk dat er een goede match is tussen het
maatschappelijke initiatief dat wordt beschreven op de webpagina en de producten die Oil International normaal gesproken levert.
O O O O O
Ik denk dat het
maatschappelijke initiatief dat stond beschreven op de
webpagina een logisch maatschappelijk initiatief is voor Oil International.
O O O O O
Hieronder ziet u een krantenartikel over Oil International. Lees het krantenartikel alstublieft aandachtig door en ga daarna verder naar de volgende pagina door op de pijl te klikken. Let op: u kunt straks niet meer terug naar deze pagina.
[In the questionnaire one of the two crisis type conditions is placed here]
Hieronder leest u het persbericht van Oil International. Dit persbericht is een reactie van Oil International op de gebeurtenissen zoals beschreven in het krantenartikel dat u zojuist heeft gelezen. Lees het persbericht aandachtig door. Wanneer u klaar bent klikt u op de pijl. Let op: u kunt straks niet meer terug naar deze pagina.
51
[In the questionnaire one of the two crisis responses (emotional vs. rational message appeal) is placed here]
Beantwoord de volgende vragen zorgvuldig. 2. Het persbericht van Oil International was:
Rationeel O O O O O Emotioneel
Objectief O O O O O Subjectief
3. Geef uw mening over het persbericht van Oil International.
Helemaal mee oneens Helemaal mee eens Het persbericht is geloofwaardig. O O O O O Het persbericht is nauwkeurig. O O O O O Het persbericht is betrouwbaar. O O O O O
Het persbericht is niet bevooroordeeld.
O O O O O
Het persbericht is compleet. O O O O O
4. Geef uw mening over het persbericht van Oil International.
Helemaal mee oneens
Helemaal mee eens
Ik denk dat het persbericht is bedoeld om consumenten
52 te misleiden in plaats van te
informeren.
Ik geloof het persbericht niet.
O O O O O
Ik denk dat het persbericht overdreven is.
O O O O O
5. Mijn algemene indruk ten aanzien van Oil International is:
Onaantrekkelijk O O O O O Aantrekkelijk
Slecht O O O O O Goed
Onaangenaam O O O O O Aangenaam
Ongunstig O O O O O Gunstig
Onaardig O O O O O Aardig
6. Geef je mening over de volgende uitspraken ten aanzien van de verantwoordelijkheid voor de crisis. Helemaa l mee oneens Helemaa l mee eens Omstandigheden, niet Oil
International, zijn
verantwoordelijk voor de crisis.
O O O O O
De schuld van de crisis ligt bij Oil International.
O O O O O
De schuld van de crisis is te wijten aan omstandigheden en niet aan Oil International.
O O O O O
7. Geef aan in hoeverre u het eens of oneens bent met de volgende uitspraken over Oil International.
53 Helemaal mee oneens Helemaal mee eens Ik vertrouw deze organisatie. O O O O O Ik reken op deze organisatie. O O O O O
Dit is een eerlijke organisatie.
O O O O O
Deze organisatie is veilig. O O O O O
8. Geef aan in welke mate u het eens of oneens bent met de volgende uitspraken.
Helemaal mee oneens
Helemaal mee eens
Ik heb een gunstige indruk van Oil International.
O O O O O
Gezien de reactie van Oil International zou ik het veroordelen.
O O O O O
Gezien de reactie van Oil International zou ik het vergeven.
O O O O O
Ik zou Oil International afkeuren.
O O O O O
Ik voel sympathie voor Oil International.
O O O O O
9. Wat is uw leeftijd in jaren? Jaar: 0-100
54
o Man
o Vrouw
11.In welke provincie bent u woonachtig?
o Friesland o Groningen o Drenthe o Flevoland o Overijssel o Gelderland o Utrecht o Noord-Holland o Zuid-Holland o Noord-Brabant o Limburg o Zeeland
12.Bent u in het bezit van een motorvoertuig?
o Ja
o Nee
13.Bent u in het bezit van een tankpas?
o Ja
o Nee
14.Wat is uw hoogst genoten opleiding?
o VMBO o HAVO o VWO o MBO o HBO o WO