Global Product Recall Communications and Regulatory Focus Theory

This paper examines how regulatory focus theory can help companies increase compliance with a global product recall request. The author suggests that a company should first assess the regulatory orientation of their target market (prevention/promotion) based on the cultural dimension of individualism/collectivism, as well as demographic information such as gender and age. After determining the regulatory orientation of their target market, the company should create a product recall message that is consistent with the regulatory orientation in order to create regulatory fit. Regulatory fit enhances persuasion, and the author believes that this will lead to a higher likelihood of compliance with a product recall request. The author also discusses areas for future research in the area of regulatory focus theory and crisis communications.