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The Effects of Threat Type and Duration on Public Relations Professionals' Cognitive, Affective, and Conative Responses in Crisis Situations
Unformatted Document Text:  Effects of Threat Type and Duration THE EFFECTS OF THREAT TYPE AND DURATION ON PUBLIC RELATIONS PROFESSIONALS’ COGNITIVE, AFFECTIVE AND CONATIVE RESPONSES IN CRISIS SITUATIONS ABSTRACT The contingency theory of public relations relies heavily upon the concept of threat without fully developing the concept as well as its operationalization. The current study addresses this weakness through the exposition and initial testing of a theoretical model of threat appraisal based upon perceptions of situational demands and required organizational resources. Two key dimensions of threats in crises were proposed as threat type and duration, the effects of which were empirically tested on public relations professionals’ cognitive appraisal of threats, affective responses to threats and the stances taken in threat- embedded crisis situations. A Web-based experiment on 116 public relations practitioners was conducted using a 2 (external vs. internal threat type) x 2 (long-term vs. short-term threat duration) within-subject design. The findings revealed the main effects of threat type and threat duration on threat appraisal, emotional arousal and degrees of accommodation. Interaction effects indicated that external and long-term threat combination led to higher situational demands appraisal and more intensive emotional arousal.

Authors: Jin, Yan. and Cameron, Glen.
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Effects of Threat Type and Duration
THE EFFECTS OF THREAT TYPE AND DURATION
ON PUBLIC RELATIONS PROFESSIONALS’ COGNITIVE,
AFFECTIVE AND CONATIVE RESPONSES IN CRISIS SITUATIONS
ABSTRACT
The contingency theory of public relations relies heavily upon the concept of threat without fully
developing the concept as well as its operationalization. The current study addresses this weakness
through the exposition and initial testing of a theoretical model of threat appraisal based upon perceptions
of situational demands and required organizational resources. Two key dimensions of threats in crises
were proposed as threat type and duration, the effects of which were empirically tested on public relations
professionals’ cognitive appraisal of threats, affective responses to threats and the stances taken in threat-
embedded crisis situations.
A Web-based experiment on 116 public relations practitioners was conducted using a 2 (external
vs. internal threat type) x 2 (long-term vs. short-term threat duration) within-subject design. The findings
revealed the main effects of threat type and threat duration on threat appraisal, emotional arousal and
degrees of accommodation. Interaction effects indicated that external and long-term threat combination
led to higher situational demands appraisal and more intensive emotional arousal.


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