Perceived public condemnation and avoidance intentions: The mediating role of moral outrage

Abstract

The effects of intrapersonal emotion on consumers' behavior have long been studied, but the effects of interpersonal emotions on public's intentions remain poorly understood. People often get angry when they observe injustice with others but not themselves. Drawing on emotions as social information theory, we investigated how perceived public condemnation (knowledge that other also condemn a particular norm violation by an organization) affects the moral outrage of public and their future intentions toward the organization. A quantitative study was empirically examined through a sample of 107 users of a leading riding service in Pakistan. Data were analyzed through statistical tools (IBM SPSS & AMOS 21). Finding shows that perceived public condemnation was positively correlated with moral outrage and avoidance intentions of individuals. However, moral outrage mediates the association between perceived public condemnation and avoidance intentions of the public. The implications highlight the importance of a community's social norms and values to gauge the organization's reputation in people's eyes.

The sensitivity of third party punishment to the framing effect and its brain mechanism

“…The mediation effect indicates that compared to the help frame condition, enhanced empathic feelings to victims (player B) in the harm frame condition turned into stronger moral outrage toward norm violators (player A), and finally manifested as harsher punishment at the behavioral level (see also Shah et al, 2020).…”

Linking corporate social irresponsibility with workplace deviant behaviour: mediated by moral outrage

“…According to the premise of the Expectancy Violation Theory, the negative violations of observer expectations trigger negative emotions (Burgoon, 1993). Thus, we expect that moral and social violations by the organisation will trigger MO among non-managerial employees (Shah et al, 2020). Therefore, we hypothesise: H1.…”

“…The observer experiences MO when the incidents violate his/her moral expectations, such as incidences of environmental harm and damage, child labour and workplace violations (Cronin et al, 2012;Gross and Levenson, 1995;Kals and Russell, 2001). Shah et al (2020) discussed MO in management literature from the perspective of stakeholders theory. People's moral emotions are evoked when they observe moral violations in the form of injustice and unfair treatment of customers, workers and other groups of stakeholders, or when they come across any social transgressions and violations of ethical codes and cultural norms (Batson et al, 2009) or unethical corporate behaviours even though they are not directly affected by such transgressions (Liang et al, 2019).…”

“…External corporate social irresponsibility affects moral outrage positively 3.2.2 Moral outrage and organisational workplace deviant behaviour. People are morally outraged when they perceive that someone has been mistreated, although not themselves (Shah et al, 2020). These charged emotions of MO provoke people to react.…”

Looking‐glass‐self: Tale of happiness, self‐esteem, and satisfaction with life among transgender from Kinner community

“…Witnessing discrimination even in the phase of globalization, especially in India, is somewhere leading to anger in terms of feeling. Our moral outrage should be intolerant toward such treatments whenever or wherever it is seen or observed (Shah, Chu, Qaisar, Hassan, & Ghani, 2020). We even cannot ignore what they are currently facing in pandemic times, where everyone irrespective of their gender is feeling insecure and fearful due to jobs and pay loss (Debata, Patnaik, & Mishra, 2020).…”