Bledcom 2018


At this year's 25th Bledcom, we presented our study on the influence of responsibility attribution elicited by critical media coverage on viewers' attitude, (dis)identification and trust.

A key finding of our research is that being surprised by the allegations against the brand significantly enhances viewers' negative reactions. This suggests the usefulness of an inoculation strategy when negative coverage can be anticipated.

Referred publication: Seiffert-Brockmann, J., Einwiller, S., & Ruppel, C., "Critical coverage: The impact of responsibility attribution on attitude, (dis)identification and trust".