An exploration of the effects of victim visuals on perceptions and reactions to crisis events

How news media and organizations use visual images in reports of crisis events remains relatively unexplored in spite of possible effects on perceptions of crisis responsibility and reputation. This study assessed the impact of visual condition (no visual, neutral visual, and victim visual) in two product harm crisis scenarios. Results revealed minimal effects for victim visuals. Implications for future research on visual elements and crisis communication are presented.

► We examined the effects of victim visuals on reactions to crises.
► Victim visuals had no significant effect on anger.
► Victim visuals had a significant effect on reputation in only one crisis condition.
► Use of victim visuals in news stories do not intensify the threats posed by crises.