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How Perceived Crisis Leads to Anti-Corporate Prejudice: Mediating Mechanisms of Negative Emotion and Stereotypes

In contrast with the existing studies dealing with crisis communication strategies in most aspects of corporates, this study investigated the mechanism of anti-corporate prejudice toward personal-information leakage as part of corporate crisis. This study develops a structural model of anti-corporate prejudice (ACP) in crises, for measuring a perceived crisis (PC), negative emotion (NE) and stereotypes (ST). We used the structural equation model and equality constrained model techniques for testing several proposed hypotheses with experimental research. The results identified the significant positive paths: PC → NE; PC → ST; NE → ACP; ST → ACP. In addition, NE and ST were found to play mediating roles in the relationships between PC and ACP. The mediating effect of NE was seen to have a stronger effect on ACP than ST. Finally, the moderating effect of crisis intentionality (CI) was significant. In particular, for high intentionality focused on internal causes, NE is more likely to increase ACP than ST. On the other hand, for low intentionality focused on external causes, ST is more likely to increase ACP than NE.