Moral Salience and the Role of Goodwill in Firm-Stakeholder Trust Repair
本文提出“道德显著性”新概念，指企业行为在道德上被利益相关者注意到的程度，并基于此构建一个以善意为核心的信任修复模型，探讨企业不当行为后如何重建信任。
ABSTRACT: 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.