When Outrage Strikes: Managing the Public’s Moral Outrage through the Lens of the Triadic Appraisal of Crisis Communication
When Outrage Strikes: Managing the Public’s Moral Outrage through the Lens of the Triadic Appraisal of Crisis Communication
Lauren Flaker (Ph.D. student), Temilade Adeeko, and Nicole Cortes (UGA SPIA undergraduate student). “When Outrage Strikes: Managing the Public’s Moral Outrage through the Lens of the Triadic Appraisal of Crisis Communication.” Accepted for presentation at the International Public Relations Research Conference (IPRRC), March 5-7, 2026, Orlando, FL. Abstract: This study investigates how crisis response strategy (atonement, apology, silence) shapes stakeholders’ moral and behavioral reactions following a scansis (combination of scandal and crisis) using the triadic appraisal in crisis communication. Findings aim to identify which response strategy most effectively reduces moral outrage and leads to higher perceived competence and integrity.
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