When the Right Thing to Do Is Also the Wrong Thing: Moral Sensemaking of Responsible Business Behavior During the COVID-19 Crisis
研究公众如何理解企业在新冠危机中平衡经济与公共卫生矛盾的道德行为，基于119名美国参与者的定性调查，提出4R模型解释个体道德意义建构。
This study examines how individual members of the public make moral sense of the potentially conflicting “economic problem” or “public health problem” representations of the COVID-19 crisis when judging responsible business behavior. The data are based on a qualitative survey involving a thought experiment with 119 participants in the United States conducted at the initial stage of the pandemic. This article proposes a typology matrix using the theories of cognitive polyphasia and cognitive dissonance to understand better individual moral sensemaking of responsible business behavior in the context of a societal paradox in which there are contradictory and interdependent demands between important social objectives. The typology, referred to as the 4R Model of Moral Sensemaking of Competing Social Problems, provides insights for how companies may be perceived when responding to competing social problems, expanding the micro-CSR (corporate social responsibility) and paradox literatures.