Influence of Psychographic Factors on Perception of Crisis Communication

The present research outlines the major issues pertaining to the domain of perception of crisis communication. While there is a plenty of scholarly works focused on studying the influence of the external factors on the perception of crisis communication, little is known about impact of internal factors of personality. This paper attempts to contribute to the scientific knowledge about the impact of psychographic factors of a personality on perception of crisis communication. The method utilized is an online survey consisting of two parts: psychographic testing and respondents’ assessment of the proposed crisis report. The results anticipated could lead to better understanding of crisis communication building and more competent interaction with stakeholders in the period of the organizational crisis. The present research assumes the following structure: firstly, the approaches to the study of crisis communication and its perception by organizational stakeholders are discussed, secondly, the psychographic factors are examined and appropriate characteristics for investigating are defined, thirdly, the empirical part is presented with introducing the process of survey’s drafting, its conducting and the cluster analysis of data received by the SPSS program, and finally, findings of research are described.