Over-emoting and perceptions of sincerity: Effects of nuanced displays of emotions and chosen words on credibility perceptions during a crisis

Abstract

This study focuses on understanding how words and discrete facial emotions influence credibility perceptions of both prepared statements and spontaneous question and answer sessions. We build on and extend existing theoretical work concerning crises communication and discrete emotions. Using a press conference simulation, spokesperson video recordings were analyzed using automated face-emotion recognition software (FaceReader™) to characterize discrete emotions. A crisis-message-strategy trained dictionary for Linguistic Inquiry and Word Count (LIWC) was used to characterize message content. Our results indicate that spokespeople can control their verbal messages better in prepared statements than in more spontaneous settings, but their facial emotions are quite similar in both settings. Only three discrete emotions are related to credibility perceptions: anger, sadness, and surprise, but sadness and surprise are not universally viewed positively or negatively. Expressing too much emotion, or over-emoting, is problematic. Expressing more anger in the Q&A, which we refer to as reactive anger, is perceived negatively, and when spokespeople emote a low amount of sadness and use a high amount of words expressing sincerity they are viewed as having the most credible messages.