Between the video released by staff and CEO’s apology and explanation, as consumers, they will choose to believe the content of the video. Between visual and auditory, we will be more likely to believe what we have seen. In the consumer’s opinions, CEO’s apology and explanation just aimed to defuse the crisis. However, what people concern about is the safety of food.Despite their CEO explained and apologized immediately, but the crisis was not lifted. The disgusting practices process had left a deep impression on consumers. When think of those disgusting pictures, consumers will give up buying the fast food. So, for consumers, they are more willing to believe what they see, not what they hear.