David Taylor
   Department   Kyoto University of Foreign Studies  Department of Global Studies, Faculty of Global Engagement
   Position   Professor
Language English
Publication Date 2008/05
Peer Review Peer reviewed
Title How Self-Construal Affects Customer Reactions to Unexpected Events
Contribution Type Single author
Journal TypeAnother Country
Publisher Binghamton University Publications, School of Management
Author and coauthor *David Taylor
Details 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.