Consumer Responses to Toyota s Crisis Communication Tactics

The timing of particular crisis communication tactics and reactions to them in real life cases are relatively understudied. Using Toyota’s unintended acceleration problem during 2009- 2010, we investigate the effects on sales throughout the crisis period (24 months) of the categories of communication tactics used by Toyota. Toyota’s crisis communication tactics were determined through a content analysis of the related news articles in the New York Times and the Wall Street Journal, and the sales data was obtained from Toyota’s official records. Regression analyses with a progressive time variable incorporated as the interaction between the response strategy and sales show significant negative effects of passive positive communication tactics; however, these effects mitigate as time passes. Analyses also show significant positive effects of active negative communication tactics but this effect diminishes throughout the crisis period, clearly indicating a timing effect.
British Academy of Management (2015)


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Citation Formats
S. N. Wasti Pamuksuz, “Consumer Responses to Toyota s Crisis Communication Tactics,” presented at the British Academy of Management (2015), Portsmouth, Dominika, 2015, Accessed: 00, 2021. [Online]. Available: