Abstract
Incorporating Moral Foundation Theory, this study introduces an enhanced Contingency Continuum to advance the Contingency Theory of Strategic Conflict Management by dissecting the origins of conflict formation. The enhanced Contingency Continuum treats conflict as a function of moral judgment based on which people judge right and wrong. This study explores how an event’s moral implication could be deconstructed into the enhanced Contingency Continuum and contribute to the formation of a conflict through a case study of Harvey Weinstein’s scandal. Our analysis and findings of the case were then validity-tested in an extensive verification interview with a practitioner/educator who has been in the PR field for more than 40 years. Three attributions of how the enhanced Contingency Continuum could advance the Contingency Theory are identified and summarized as a three-step-cyclic model, Moral Attitude Dynamic Model (MADM) to fully exploit the potential of the enhanced Contingency Continuum on managing not only moral conflicts but also conflicts that lack resolution such as long-standing social controversial issues.
Published Version
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