Abstract: Based on the construal level theory, this article systematically?analyzes the dynamic change process and the internal mechanism of unexposed enterprises’ response influencing consumer purchase intention before and after group-occurring product harm crisis. It is found through two experiments that during the dynamic change process of group-occurring product-harm crisis, in terms of the timing of intervention, the active intervention of the unexposed enterprises would generate higher purchase intention among consumers, compared with passive intervention. In terms of the coping styles, the compensation strategy and service strategy adopted by the unexposed enterprises can generate different purchase intention among consumers. Under the regulating function of brand reputation, different timing of intervention and coping styles adopted by the unexposed enterprises will have different effects on consumer purchase intention.

Key words: group-occurring product harm crisis; construal level theory; brand reputation; consumer purchase intention