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Issue 5(1), October 2010 -- Paper Abstracts
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Cooper (p. 23-32)
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Coulmas-Law (p.42-46)
Stasio (p. 47-56)
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Nestle India in a Soup: Mapping Emotions to the Use of Coping Strategies

Author(s): Tulika M. Varma

Citation: Tulika M. Varma, (2018) "Nestle India in a Soup: Mapping Emotions to the Use of Coping Strategies ," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 1,  pp. 48-63

Article Type: Research paper

Publisher: North American Business Press


This study examined the dominant sentiments expressed on Twitter when Nestle India recalled Maggi
Noodles over safety concerns. Findings indicate that when the affected publics express emotions such as sadness, happiness and humor, their rational thinking ability is diminished. In such situations, it is
recommended to instill organizational messages with emotional expressions that validate such emotions to assist the affected public to revert to their original state of emotions. Also, substantive changes are recommended to the ICM model, such as categorizing crisis based on goal congruence and goal relevance; and, substituting the X-axis with internal locus of control.