Does Your Company Seem Socially Irresponsible?

摘要

There are significant differences between how company executives and the general public judge negative corporate behavior. Failure to understand and predict these differences can be costly to a business. Public perceptions of corporate irresponsibility are formed from judgments of three core pieces of information: 1) a harmful effect, 2) an innocent victim and 3) a culpable organization. We have developed a model that describes how these perceptions of harm, innocence and culpability are shaped in subjective, yet predictable, ways.