Rectification Without Assuming Responsibility: Testing the Transgression Flowchart With the Vioxx Recall

This study investigated crisis-response communication strategies Merck used in the first 4½ months following its recall of Vioxx by analyzing a variety of controlled corporate communications. As prescribed by Coombs's (1995) transgression decision flowchart and crisis communication standards (Coombs, 2004b), Merck used both rebuilding–mortification and reinforcing–ingratiation responses. However, Merck employed a new type of mortification—"rectification without assuming responsibility"—by making rectification through its corrective action of recalling Vioxx but without ever admitting fault, apologizing, or asking forgiveness for causing grave injury and death to Vioxx consumers. Analysis of 200 news or editorial items about Merck's Vioxx recall during the same period found The New York Times and The Wall Street Journal reported news of Merck's message strategies similarly. The study concluded the rectification without assuming responsibility response should be subjected to experimental testing and, depending on results, perhaps be added to the crisis strategy repertoire. Merck also used new "crisis events misrepresented" denial and "too soon to know/no answer yet" distance strategies, perhaps to its detriment, and these responses should be tested further.