Introducing a Spectrum of Moral Evaluation: Integrating Organizational Stigmatization and Moral Legitimacy

Abstract

Audiences frequently change how they evaluate organizations, and these judgments often have a moral basis. For example, audiences may shift their evaluation from stigmatization to legitimacy or vice versa. These radical shifts in audience evaluation can have a major impact on organizations, yet organization theory struggles to account for them. We offer a solution to this problem by proposing a spectrum of moral evaluation that situates key moral judgments relative to each other. Our core argument is that integrating stigmatization and moral legitimacy into a broader spectrum of moral evaluation provides organization theorists with a much-needed toolkit to explore the consequential normative..