How Moral Appraisals Function in Sticky Crises: Theorizing Within the Triadic Appraisal Framework of Situational Crisis Communication Theory

ABSTRACT This framework advocates for theory‐driven research on moral outrage‐inducing sticky crises, aiming to clarify three key areas: (1) how the three preventable crisis clusters (i.e., human‐error, management misconduct and scansis) and information‐giving strategies (i.e., instructing and adjusting information) shape stakeholders' perceptions of moral outrage‐inducing sticky crises; (2) how crisis‐induced other‐condemning emotions (i.e., contempt, anger and disgust) function within the triadic appraisal framework of situational crisis communication theory (SCCT); and (3) how these factors affect stakeholders' perceptions of morally related punitive organizational outcomes (i.e., boycott intentions, organizational punishment intentions and brand cancellation intentions). By addressing these gaps, this conceptual paper aims to deepen our understanding of the moral dimensions of crisis communication within the triadic appraisal framework of SCCT and to develop more effective response strategies that address the complexities of moral outrage‐inducing sticky crises.