Moral Salience and the Role of Goodwill in Firm-Stakeholder Trust Repair

Jill A. Brown, Ann K. Buchholtz and Paul Dunn

Business Ethics Quarterly, 2016, vol. 26, issue 2, 181-199

Abstract: Re-establishing trust presents a complex challenge for a firm after it commits corporate misconduct. We introduce a new construct, moral salience, which we define as the extent to which the firm’s behavior is morally noticeable to the stakeholder. Moral salience is a function of both the moral intensity of the firm’s behavior and the relational intensity of the firm-stakeholder psychological contract. We apply this moral salience construct to firm misconduct to develop a model of trust repair that is based on goodwill, and moderated by the firm’s stakeholder culture.

Date: 2016
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