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The Effects of Tearful Presidential Appeals on Public Anger Relief and Government Reputation

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  • Jae-woong Yoo

    (Eulji University)

  • Young-ju Jin

    (Ewha Womans University)

Abstract

This study examines the ways in which nonverbal communication appeals by heads of state during serious situations of national crisis affect the public’s anger levels and appraisal of the government organization. The experiment used a 2 × 2 design with two forms of crisis (those associated with high and low levels of government responsibility) and two forms of appeal or apology, namely “tearful” and “ordinary.” Anger levels were found to be significantly lower following a political leader’s apology in both tearful and ordinary forms following a crisis for which the government responsibility was perceived as high. In cases of crises for which government responsibility was seen as low, anger levels did decrease, though not significantly. Comparison of the effects of tearful and ordinary appeals showed the former to have a stronger anger relief effect than the latter in both high and low responsibility conditions, although not to a statistically significant degree. No particular difference was observed between the two appeal times in terms of government reputation. Theoretical and managerial implications as well as directions for future research are discussed.

Suggested Citation

  • Jae-woong Yoo & Young-ju Jin, 2017. "The Effects of Tearful Presidential Appeals on Public Anger Relief and Government Reputation," Corporate Reputation Review, Palgrave Macmillan, vol. 20(1), pages 40-56, February.
    • Handle: RePEc:pal:crepre:v:20:y:2017:i:1:d:10.1057_s41299-017-0015-6
    DOI: 10.1057/s41299-017-0015-6
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    References listed on IDEAS

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    1. Tiedens, Larissa Z., 2001. "Anger and Advancement versus Sadness and Subjugation: The Effect of Negative Emotion Expressions on Social Status Conferral," Research Papers 1615, Stanford University, Graduate School of Business.
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