Incorporating regulatory focus theory in product recall communications to increase compliance with a product recall

Product recall communications with consumers is an important yet under-researched area of crisis management. This study examines whether applying regulatory focus theory in product recall communications can help companies involved in a product recall. This study examines the issue with a product recall message related to laptop computers. We find that creating regulatory fit through the product recall message increases intentions to comply with a product recall request, however future purchase intentions are also adversely impacted. We believe that the benefits of increased compliance greatly outweigh the small decrease in future purchase intentions, and companies should seriously consider incorporating regulatory focus theory in their product recall communications.