Ethical public typology: How does moral foundation theory and anticorporatism predict changes in public perceptions during a crisis?

Abstract

This study proposes a new public typology utilising moral foundation theory and anticorporatism. The current paper conceptualised four ethical types of public (e.g., moralists, antagonists, optimists, and pragmatists) and conducted an online survey using a national sample (N = 1124) to test the applicability of the new typology. Our results suggest that different types of publics react differently in attributing crisis responsibility, expressing their emotional responses, and showing boycott intentions in evaluating a corporate crisis.