Media advisory: Branding repercussions expected in Volkswagen emissions scandal, professors say


Wed, 09/23/2015

author

George Diepenbrock and Christine Metz Howard

LAWRENCE — A University of Kansas researcher of public opinion related to environmental policies and a marketing expert are available to discuss the Volkswagen scandal regarding the faked emissions results on diesel vehicles.

The Environmental Protection Agency announced last week it would order Volkswagen to recall approximately 500,000 vehicles related to deceptive software installed that allowed them to evade emission standards for reducing smog during testing. According to national news coverage, most drivers of the vehicles purchased them because they believed they were fuel efficient and environmentally friendly.

Robert Rohrschneider, the Sir Robert Worcester Distinguished Professor of Political Science, has written about how people in Western nations and elsewhere in recent decades have modified their behavior to be more mindful of helping the environment.

He recently co-edited a special issue of the Environmental Politics journal title "Environmental concerns during a time of duress," that found the global recession of 2008 did not weaken interest in environmental policies or causes of the environmental movement.

To arrange an interview with Rohrschneider, contact George Diepenbrock at 785-864-8853 or gdiepenbrock@ku.edu.

Noelle Nelson, assistant professor of marketing and consumer behavior, said scandals such as the one facing Volkswagen are always difficult, particularly when a brand is supposed to stand for quality.

“The recent Volkswagen case is likely to be especially bad for the brand because Volkswagen is so salient after becoming the world’s largest auto manufacturer. People will definitely be paying attention,” she said.

Nelson, who studies working memory and negative affect in consumer behavior, said consumers tend to be less forgiving when a scandal arises out of an intentional act, like cheating emissions tests, as opposed to a mistake. But Nelson identified two factors in Volkswagen’s favor: a loyal customer base, who will tend to defend the company, and a problem that isn’t directly linked to safety.

“People are concerned about the environment,” Nelson said. "But they are far more concerned about personal safety.” 

To arrange an interview with Nelson, contact Christine Metz Howard at 785-864-8852 or cmetzhoward@ku.edu.

Wed, 09/23/2015

author

George Diepenbrock and Christine Metz Howard

Media Contacts

Christine Metz Howard

International Affairs