Introduction
Product-harm crises, defined as incidents that occur when products are found to be flawed or defective (Siomkos & Kurzbard, 1994), represent a growing concern due to the increasing complexity of products, tightening product-safety standards, and growing customer sophistication (Dawar & Pillutla, 2000). Firms in various industries, such as toys, drugs, food, electronic products, and automobile sectors, have encountered multiple product-harm crises (Borah & Tellis, 2016). In 2016 alone, the National Highway Traffic Safety Administration1 announced 927 vehicle recalls, and the US Department of Agriculture2reported 122 recalls, because of potential harm. Product-harm crises can significantly damage...