Using Storytelling to Promote Organizational Resilience: An Experimental Study of Different Forms of Risk Communication

Andrea Kampmann and Burkhard Pedell ()
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Andrea Kampmann: University of Stuttgart, School of Management
Burkhard Pedell: University of Stuttgart, School of Management

Schmalenbach Journal of Business Research, 2022, vol. 74, issue 4, 695-725

Abstract: Abstract In this experimental study, we compare the influence of risk communication in the form of stories versus statistics on the level of investment in a resilience-promoting activity. We also analyze how this influence interacts with time gap and with an individual’s preferences for risk and numbers. The results indicate that individuals invest more in a resilience-promoting activity when communication comes as a story. This finding holds irrespective of an individual’s risk preference. The results did not confirm the expectation that communication in story form leads to a more enduring effect than communication in statistical form. The expectation that the preference for numbers influences the effectiveness of a specific communication form was also not confirmed.

Keywords: Storytelling; Risk Communication; Organizational Resilience; Risk Management; Experiment; D81; D83; G32 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s41471-022-00143-x

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