Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370

• Main Authors: Dayang Aizza Maisha, Abang Ahmad, Noratikah, Mohamad Ashari, Mus Chairil, Samani
• Format: Article
• Language: English
• Published: UKM 2017
• Subjects: HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/16830/7/Effect.pdf; http://ir.unimas.my/id/eprint/16830/; http://ejournal.ukm.my/mjc/article/view/18638
• Institution: Universiti Malaysia Sarawak

Rational and Emotional framing is an important crisis response strategy (CRS) used by organisations in its effort to minimize damage and reputational threat of a crisis. The framing effect of a message is crucial not only in influencing the audience attitude towards the organization, but also behavi...