A psychological model of transparent communication effectiveness

Abstract

PurposeWhen it comes to tactics that organizational communicators can undertake to elicit positive gains with stakeholders, transparent communication ranks high on lists proposed by both the scholarly and trade literatures. However, little is known about why such communication tactics are effective on a psychological level. Thus, this study aims to propose and test a psychological model of transparent communication effectiveness in the context of proactive, socially responsible brand communication. The model was based on three propositions: (1) transparent communication offers audiences an important opportunity to learn more about organizational functioning, (2) learning elicits an organizationally relevant positive affective state and (3) positive affect facilitates a robust relationship between perceived learning outcomes and positive evaluation of the organization.Design/methodology/approachThis study used an experiment to test the hypothesized model.FindingsSupport was found for the proposed model. Specifically, the data indicated that the use of transparent massaging elicited higher levels of perceived learning. Perceived learning was associated with positive brand-relevant affect. Finally, positive brand relevant-affect predicted positive summary brand evaluation.Originality/valueTaken as a whole, the current findings inform theorizing on transparent organizational and brand communication by describing the foundational roles played by perceived knowledge gain and positive affect in encouraging positive message-related outcomes.

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“…Company tours, via their efficient and unique delivery of product‐related knowledge, activate customers' learning processes. Such learning may include both focused learning (task‐oriented learning) and incidental gaining of contextual cues (Hopp & Fisher, 2021). Customers are influenced both cognitively and affectively during such learning: a transparent disclosure of product‐related information elicits an increase in customers' perceived knowledge, while novel tour experiences influence customers' emotion‐formation processes.…”