Expectancy violations after moral transgressions: Exploring the role of moral disengagement on online vindictive word of mouth

Abstract

This study investigates the complex relationship between Transgression type (for-profit vs. non-profit) and individual-level variables in shaping moral perceptions and online victimization of wrongdoer organizations (OVWOM) following transgressions by conducting two experimental studies (N₁ = 111, N₂ = 164). Study 1 utilizes real-world organizations to investigate the impact of transgression type (for-profit vs. non-profit), whereas Study 2 employs fictitious entities to alleviate potential response bias and focuses on moral disengagement as a moderating factor. Findings reveal a decrease in perceived morality post-transgression across both transgression types, with non-profits not eliciting significantly higher OVWOM. However, the influence of transgression type on perceived morality is found to be contingent upon individual moral disengagement, affecting OVWOM in Study 2. Moreover, factors such as desire for revenge, social desirability bias, gender, and educational background emerge as significant predictors of perceived morality and OVWOM. These results highlight the nuanced nature of public responses to organizational transgressions, emphasizing the complex interplay between organizational characteristics and individual psychological mechanisms. The study underscores the necessity of integrating moral disengagement and individual-level factors into crisis management strategies for organizations.