Following the basic logic of construal level theory, this article systematically analyzes the dynamic change process and inner mechanism of unexposed enterprises’ response influencing consumer purchase intention in and after cluster product-harm crisis. The results of two experiments reveal that in the dynamic change process of cluster product-harm crisis, concerning intervention time, compared with passive intervention after being reported by media, when the relevant enterprise actively intervenes before being reported, consumers show higher brand purchase intention in and after the crisis. Concerning coping styles, unexposed enterprise compensation strategy and service strategy can make a difference in consumer purchase intention. Concerning scope of the crisis, different intervention time and coping styles of unexposed enterprises will have differentiated effects on consumer purchase intention.