Expressing dual concern in criticism for wrongdoing: the persuasive power of criticizing with care

Journal of Business Ethics — 28 June 2023

Written by

Lauren Howe, Steven Shepherd, Nathan Warren, Kathryn Mercurio and Troy Campbell

Summary

What we found: We discovered that when messengers solely express concern for a victim group and criticize a target group for causing harm, members of the target group infer that the messenger views them as less moral and unworthy of concern. This inference leads to reduced acceptance of the criticism and triggers backlash from the target group. However, we found that using dual concern messaging, which simultaneously communicates harm caused to the victim group and expresses concern for the target group, effectively reduces these negative inferences and increases the persuasiveness of the criticism.

Why it matters: Our findings shed light on the unintended consequences of criticism messaging. When messengers focus solely on victim groups and criticize the target group, it can backfire and lead to resistance and defensiveness. Understanding the dynamics of moral concern and criticism acceptance is crucial for organizations and individuals aiming to effectively address ethical issues and bring about positive change in business and society.

What next: Organizations and leaders can use dual concern messaging as a strategy to foster openness towards criticism and facilitate positive change. By acknowledging the harm caused to the victim group while expressing genuine concern for the target group, messengers can mitigate the negative inferences of moral indifference and increase the persuasiveness of their message. This approach has the potential to reduce backlash, encourage dialogue, and create an environment conducive to constructive engagement and transformative actions towards justice and ethical behavior.