デイビッド テイラー   David Taylor   デイビッド・テイラー    所属   京都外国語大学  国際貢献学部 グローバルスタディーズ学科    職種   教授
言語種別	英語
発行・発表の年月	2008/05
形態種別	学位論文（博士）
査読	査読あり
標題	How Self-Construal Affects Customer Reactions to Unexpected Events
執筆形態	単著
掲載区分	国外
出版社・発行元	Binghamton University Publications, School of Management
著者・共著者	*David Taylor
概要	Consumers and marketers around the world often find themselves facing unexpected events. My first essay found that consumers (American/Japanese) tend to be comparatively optimistic in that they believe bad things are more likely to happen to others. Interestingly, optimism both strengthens (likelihood of getting “the good”) and fades (likelihood of avoiding “the bad”) as the unexpected event spreads. Results suggested that the spread of the event does not affect brand attitudes implying that only the initial reaction to the event matters so that leaders and brand managers may have a ‘window of opportunity’ to manage a negative event without losing brand equity. My second essay explored leadership responses to unexpected negative events (crises). My findings are relevant to managers and researchers working globally.