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1 results

  • Moral Salience and the Role of Goodwill in Firm-Stakeholder Trust Repair

  • Jill A. Brown, Ann K. Buchholtz, Paul Dunn
  • Journal:
    Business Ethics Quarterly / Volume 26 / Issue 2 / April 2016
    Published online by Cambridge University Press:
    29 April 2016, pp. 181-199
    Print publication:
    April 2016

  • Re-establishing trust presents a complex challenge for a firm after it commits corporate misconduct. We introduce a new construct, moral salience, which we define as the extent to which the firm’s behavior is morally noticeable to the stakeholder. Moral salience is a function of both the moral intensity of the firm’s behavior and the relational intensity of the firm-stakeholder psychological contract. We apply this moral salience construct to firm misconduct to develop a model of trust repair that is based on goodwill, and moderated by the firm’s stakeholder culture.