Who is injured determines who gets the blame

When crises such as the recent Toyota recalls occur, public relations practitioners develop strategies to minimize damage to company images. University of Missouri researchers have found that consumers blame an organization for crises more when customers are injured, as opposed to when members or employees of the organizations are injured. In the study, MU researchers also concluded that the identity of the injured in a crisis is more important to consumers when determining blame than the actual seriousness of the crisis.

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