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Authors
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Shim, Kyu Jin
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Shim, Kyu Jin
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Kyu Jin
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Shim
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IE University
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IE Business School
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Marketing and Communication
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Hong, Seoyeon
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Shim, Kyu Jin
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2023
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Publication
Ethical public typology: How does moral foundation theory and anticorporatism predict changes in public perceptions during a crisis?
(
John Wiley and Sons Inc
,
2023
)
Hong, Seoyeon
;
Shim, Kyu Jin
;
https://ror.org/02jjdwm75
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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. © 2022 The Authors. Journal of Contingencies and Crisis Management published by John Wiley & Sons Ltd.
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