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The study finds that highly involved publics tend to attribute crisis responsibility more to the in-crisis company, and such attribution leads to stronger demand for regulatory intervention. However, the effects of issue involvement on public demands decrease when publics think they have collective efficacy to control crisis outcomes and that government has controllability over crisis outcomes. The study further finds that, in determining the degree of public demand, how publics attribute crisis responsibility is not as important as how they perceive government controllability. 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