This information gave Blue Bell’s rational customers prepared potential reactions with their ultimate choice based on their perceived credibility of the CDC.
EMOTIONAL REACTIONS
On the other hand, many Blue Bell customers reacted to the recall emotionally. Action News Jax, a Jacksonville news source, quotes one mother, Sarah Salsbury, on her reaction to her son eating Blue Bell ice Cream. She stated, “The day after he ate it was the day of the recall and I thought, ‘Oh my god I killed my child!, but he’s fine” (Bereola, 2015). This is a clear emotional reaction, occurring before any substantial information had been released. Initial reactions to recalls are often emotional because they take place before rational thinking can occur due to …show more content…
If Blue Bell would like to reach a majority of the American population, the best way to do so is through television. Most Americans hear about large food recalls through television (Hallman et al., 2010, p.5). Many consumers learned of the Blue Bell recall from stories released on national news networks that emphasized the failure of Blue Bell to properly sanitize its factories, which damaged the company image. Blue Bell should focus its efforts on positive communication relating to the recall, specifically when the recall is shown on television. Additionally, when using television, messages are better received when pictures or videos of affected products are shown (Hallman et al., 2010, p.5). Blue Bell can implement this idea by showcasing improved factory conditions in a walkthrough video. Additionally, photos of ice cream products with testing equipment could also convey the changes the company has made to eliminate the Listeria …show more content…
Companies who do not offer a clear announcement at the end of a recall risk not regaining their customer base. An example of this is Rich Product Corporation's recall of 10 million pounds of frozen food items (Bissel, 2013). Rich Foods did not reassure its customers that there were changes in the products' safety, creating uncertainty in the minds of the public. Consequently, the company experienced an extended loss of sales. Like Blue Bell, the Rich Product Corporation brand is highly recognized by consumers. This recognition makes sending a clear statement of problem ownership necessary for recovery. Senior economic student at the University of North Texas, Craig Williams states, “There is plenty of mistrust toward corporations, so a display of responsibility is perhaps the only way to recover from the effect this will have on the company’s image” (Bissell, 2013). Blue Bell’s application of this statement can be a huge step in regaining their customers’ loyalty. A statement such as, “The Listeria outbreak is one that should have never occurred, but rest assured Blue Bell has taken every measure to ensure the safety of our products in the future”, would help create a positive brand image and avoid admitting guilt in pending
EMOTIONAL REACTIONS
On the other hand, many Blue Bell customers reacted to the recall emotionally. Action News Jax, a Jacksonville news source, quotes one mother, Sarah Salsbury, on her reaction to her son eating Blue Bell ice Cream. She stated, “The day after he ate it was the day of the recall and I thought, ‘Oh my god I killed my child!, but he’s fine” (Bereola, 2015). This is a clear emotional reaction, occurring before any substantial information had been released. Initial reactions to recalls are often emotional because they take place before rational thinking can occur due to …show more content…
If Blue Bell would like to reach a majority of the American population, the best way to do so is through television. Most Americans hear about large food recalls through television (Hallman et al., 2010, p.5). Many consumers learned of the Blue Bell recall from stories released on national news networks that emphasized the failure of Blue Bell to properly sanitize its factories, which damaged the company image. Blue Bell should focus its efforts on positive communication relating to the recall, specifically when the recall is shown on television. Additionally, when using television, messages are better received when pictures or videos of affected products are shown (Hallman et al., 2010, p.5). Blue Bell can implement this idea by showcasing improved factory conditions in a walkthrough video. Additionally, photos of ice cream products with testing equipment could also convey the changes the company has made to eliminate the Listeria …show more content…
Companies who do not offer a clear announcement at the end of a recall risk not regaining their customer base. An example of this is Rich Product Corporation's recall of 10 million pounds of frozen food items (Bissel, 2013). Rich Foods did not reassure its customers that there were changes in the products' safety, creating uncertainty in the minds of the public. Consequently, the company experienced an extended loss of sales. Like Blue Bell, the Rich Product Corporation brand is highly recognized by consumers. This recognition makes sending a clear statement of problem ownership necessary for recovery. Senior economic student at the University of North Texas, Craig Williams states, “There is plenty of mistrust toward corporations, so a display of responsibility is perhaps the only way to recover from the effect this will have on the company’s image” (Bissell, 2013). Blue Bell’s application of this statement can be a huge step in regaining their customers’ loyalty. A statement such as, “The Listeria outbreak is one that should have never occurred, but rest assured Blue Bell has taken every measure to ensure the safety of our products in the future”, would help create a positive brand image and avoid admitting guilt in pending