Perceived public condemnation and avoidance intentions: The mediating role of moral outrage

Abstract

The effects of intrapersonal emotion on consumers' behavior have long been studied, but the effects of interpersonal emotions on public's intentions remain poorly understood. People often get angry when they observe injustice with others but not themselves. Drawing on emotions as social information theory, we investigated how perceived public condemnation (knowledge that other also condemn a particular norm violation by an organization) affects the moral outrage of public and their future intentions toward the organization. A quantitative study was empirically examined through a sample of 107 users of a leading riding service in Pakistan. Data were analyzed through statistical tools (IBM SPSS & AMOS 21). Finding shows that perceived public condemnation was positively correlated with moral outrage and avoidance intentions of individuals. However, moral outrage mediates the association between perceived public condemnation and avoidance intentions of the public. The implications highlight the importance of a community's social norms and values to gauge the organization's reputation in people's eyes.