A Study of Electoral Candidates\' Crisis Situations, Image Repair Strategies and Effects

The effects of image repairing are also discussed. It is found that in the situation of high antipathy/high disclosure of evidence, the candidates are more intended to use attack accuser strategy.

In high antipathy/low disclosure of evidence, they are more likely to use denial strategy. In middle antipathy /high disclosure of evidence, they tend to use reducing offensiveness strategy. The research also evaluates the effects of image-repairing to find that candidates are more likely to win if their responses to crises are recognized and supported by median voters.